The Marketing-strategy Of The Retailer Based On The Decision-making Modulus Of The Customer Purchasing

Many local retailers,at present,are so unreasoning and random on marketing strategy making,which will definitely bring on a deadly failure during the hotter and hotter retailing competition. It is surely the result of lacking full understanding of retail activities,lacking clear thought and scientific method of strategy making. This paper aims to solve above-mentioned problems,attempting to find a valid thought and method of sales and marketing strategy making for retailers.This paper is starting at the assuming of customer's rational purchasing activity,pointing out the essential character of customer purchasing decision-making,namely seeking for maximum customer value by minimum customer cost. By analyzing the purchasing process of retail customers to know the elements composing affecting customers value and cost. Those different elements can be transformed by "value exchange coefficient" into uniform measurement unit to be compared and calculated. This paper also brings the "customer purchasing decision-making modulus formula" of retail purchasing,which not only reflects how much customers pay attention to different value and cost elements,but also represents their rational judgment while making a decision to purchase.Based on above formula,this paper raises a core objective of retailing sales and marketing strategy,which is to create relative maximum purchasing decision-making modulus value in competitive market on certain conditions. For this objective,retailers should determine a target market as the beginning,then carefully make planning for every sales and marketing strategy on every steps. This paper briefly discusses how strategies of retailing affect decision modulus value of customer purchasing. A certain group is choose as a practical case,during the process in Chengdu from its retail business beginning to development of sales and marketing strategy-making,to prove the formula is well used in practice.The method of customer purchasing decision modulus,via the customer's view to observe the whole process of purchasing activity,shows the interactive relationship between customer purchasing activity and retailers,customers,competitors. It's a dynamic method,directly reflecting the relationship between strategy and its effect,so it's valuable for retailer's strategy making.