Research On Marketing Strategy Of DaShang Group DanDong Kingson Co., Ltd.

With the rapid development of Chinese economy, the people's living standards are raising, Retail sales, as the provider of daily necessities, also get a very rapid development. Be limited by the time of develop, the Chinese Retail sales still have a long distance to catch up with the international first-rate company. As one of the three major providers of DaShang group, it becomes a very important project for Kingson to occupy the share of retail market.This paper takes DanDong Kingson company limited as an object of study, research a lot of theories of marketing and strategy and a large amount of literature and the situation of company, the establish a marketing strategy for the company.The paper presents the source and the importance and the thinking of the research in the first chapter; then I introduce some theories, marketing theory and strategy theory, that will be used in the research in the second chapter; in the third chapter, I have described the situation including the introduction and the marketing, then I analyze the environment including the policies and the economy and the retail industry of the company, in the last I study the resources including human resource and the finance and the capacity of marketing; in the fourth chapter, I establish the matrix of SWOT, through the analysis of marketing target and marketing thoughts, I get the marketing strategy. In the last chapter, I give the company some advises, development of informatization and enterprise culture and system for encouraging and execution, in order to carry out the strategy smoothly. The fifth chapter according to the third and the fourth chapter of the internal and external environment analysis chapter enterprise established SWOT strategy analysis matrix, and then according to the company's marketing strategy target and the company's marketing strategy guiding ideology made marketing strategy, and then the market segmentation and target market positioning, finally made specific marketing mix strategy, concrete including commodity strategy, price strategy, promotion strategy, service strategy and image strategy; The sixth chapter was put forward for security company marketing strategy implementation of several security measures, including the informatization construction, establish incentive mechanism, enterprise culture construction and company executive ascension respects.