Research On Marketing Strategy Of SF Department Store Under The Background Of New Retail

With the rapid development of the Internet and information technology,the rapid improvement of people’s living and income levels in my country,the consumption concept of consumers is also undergoing great changes.At the same time,consumer demand and consumer experience have higher requirements.Online or offline commodity sales models have been unable to meet people’s growing new demands for consumer experience.Based on this,a "new retail" method that combines online and offline has quietly emerged,and set off a marketing revolution.New retail,as a new retail format,breaks through new ideas and is consumer-centric.Break down the online and offline barriers to upgrade the consumer experience.When the new retail wave comes,the fast fashion industry must strive to break through the previous operating framework,based on the problems and current situation,formulate marketing strategies that conform to the trend of the new era,and comprehensively improve the shopping experience of consumers.This paper takes SF Department Store as the research object.This paper first analyzes the background of the rise of the new retail concept,and summarizes and defines the connotation of the new retail.It is proposed that new retail is an upgrade of consumer experience centered on consumer demand.It is driven by data and technological innovation,in the form of pan-retail and omni-channel,to provide consumers with a comprehensive retail format that integrates shopping,entertainment and social interaction..Secondly,using Porter’s five forces model to analyze the macro development environment and industry competition that SF department stores are facing in the new retail era,and on this basis,summarize the current situation and problems faced by SF department stores.Then,based on the problems in the marketing strategy of SF department store,this paper puts forward the marketing strategy optimization scheme of SF department store from seven aspects: target market positioning,product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and service strategy.In terms of product strategy,on the one hand,promote spa mode to realize the matching of passengers and goods,on the other hand,further optimize the products of different beauty women’s clothing products according to the consumption habits and lifestyle of the target objects;In terms of price,realize the coexistence of low price penetration strategy,bundling pricing strategy and flexible price adjustment strategy,build the SF department store pricing system,and put forward optimization strategies from both online and offline channels,focusing on the improvement of shopping center channels offline,and expanding live short video channels,shopping guide distribution channels and community marketing channels online;In the promotion strategy,we will do a good job in optimizing and innovating the offline promotion methods,and carry out accurate member promotion online relying on big data;In terms of personnel,the focus is to drive the improvement of customers’ shopping experience by improving the comprehensive ability of store managers;Through the optimization of tangible display,the rate of store entry and joint rate are improved,so as to increase the total sales;According to the selling characteristics of SF department store,the services of offline stores need to be optimized into two types,one is self-service type,and the other is AFB service type.So as to enhance the offline core competitiveness.The new marketing strategy optimization plan will promote the growth of SF Department Store’s sales share,improve its core competitiveness while maintaining its own competitive advantage,and ultimately achieve the goal of steadily increasing its market share in the new retail format.It also provides reference ideas for the design of new retail marketing schemes of other fast fashion chain enterprises,which is of practical significance.