Marketing Strategy Research On Inzone Department Store Chain ZQ Branch

In recent years, with increasing retail department stores, accelerated pace of foreign investment in retail industry, and the rapid development of e-commerce, consumer diversion become increasingly evident. The fierce market competition, increasing labor cost and property cost force the department store industry to speed up transformation. Opportunities and challenges are coexistent, in order to seize the opportunities for development of department stores, we must recognize our own shortcomings and make adjustments accordingly. Therefore change, innovation and reform have become the main theme of our survival and development. The use of marketing strategies will be the far-reaching impact for the industry. We need to do in-depth research of our target customers, change marketing strategies accordingly. Optimize supplier channels, improve service, and refine management, enhance experience features, to achieve differentiated marketing. Better meet the needs of individual consumer, and meet their wide range of needs, are the only way out for the survival and development of department stores.This paper mainly discusses Inzone department stores chain and its ZQ branch, their current condition and existing problems, through theoretical research, empirical and comparative analysis, targeting the marketing strategy and innovation of ZQ branch, and research to further explore and suggest its marketing strategy development and implementation.The paper firstly introduces the theory and analysis of marketing strategy of department stores. Then introduces Inzone department stores chain, analyzes the status quo, market position, and marketing strategy formulation of its ZQ branch. Research in five aspects:commodity strategy, service strategy, channel strategy, marketing strategy and environment strategy. Under headquarter’s standardized differentiation strategy, human resources management, corporate culture building, informatization to secure ZQ branch policy enforcement, to explore the development of new marketing ideas. The last part is the conclusion and outlook, indicating points which should be noted while making marketing innovation, and the deficiency of the paper.