Marketing Innovative Research On Guangzhou's Large-scale Retail Enterprise

Chinese large-scale retail enterprises are undergoing profound transformation after China entering WTO. With removed restraint of distribution domain in this recent two years, more transnational retail groups access to the strong economic province—Guangdong, especially Guangzhou, where is a city with flourishing market and large numbers of stores, the competition between the good-size retail corporations is extraordinary severity. In market of increasingly internationalization, Guangzhou large-scale enterprises can better stay clear of the opponents' main force and choose to attack the vulnerable spot and find ways and means of mutualism to survive by exactly understanding themselves and clear recognizing the disparity between adversaries and themselves.This thesis reckons that the lag of marketing mode is the main obstruction for the Guangzhou large-scale enterprises rushing in market supplies and developing bigger and stronger. Thereby, from the point of view of marketing innovation, it elaborately analyzes the inner superiority and inferiority of Guangzhou large retail enterprises. Strategic principles of marketing innovation are brought forward by combination external opportunity and challenge of corporations and material countermeasures are put forward on the basis of the fact of the Guangzhou large-scale retail enterprises, hoping that they can be certain help for the development of correlative groups.In the choice of research methods, this paper adopts field survey, theories deduction, contrast analysis, statistic analysis and so on. By manipulating macroscopic environment PEST model, Porter's industries competition model, enterprises inner environment analysis and SWOT analysis model, it expects that the whole research work goes with impersonality, accuracy, reason and availability.In the contents arrangement, this article consists of five chapters:The first chapter is prolegomenon, which introduces the background of choosing theme and research significance, puts forward research proposition and visual angle, presents study methods simply and summarizes study reason and contents arrangement of this text, evaluates existing literature synthetically and defines interrelated conceptions. The second chapter analyses exterior and interior environment of marketing innovation for Guangzhou's large-scale retail group, clarifies its exterior chance and challenge of marketing innovation, inner superiority and inferiority, educes its table of SWOR analysis matrix for marketing innovation. Depending on the SWOT analysis, the third chapter deduces strategic principle for the Guangzhou's retail enterprises marketing innovation. The fourth chapter puts forward frame for constructing large-scale retailer marketing innovation from the macroscopical and microcosmic aspect. Material strategies of marketing innovation of the Guangzhou retail enterprises are presented from seven aspects on the fifth chapter, such as microcosmic corporation's marketing conception, marketing strategy, retail business circle, private brand, service marketing, promotion means, scientific management.The major innovation of this paper is embodied on three facets:1. A PEST mode is utilized to analyze the macroscopic environment which is suit for the development of the Guangzhou retail enterprises, and then, the industry competitive circumstance is analyzed by integrating Porter's matrix of five powers. Exterior environment of the Guangzhou retail enterprise marketing innovation is discussed detailed by combining the former two sorts of analysis.2. On the basis of combination the development of the Guangzhou good-size retail enterprises, scanning the marketing management advantage and disadvantage of themselves and integrating the research which is done on the anterior chapters about the opportunity and challenge which the Guangzhou large-scale retail enterprises are confronted, relevant strategic principles of marketing innovation are showed.3. Depending on the analysis interior environment and exterior environment and taking advantage of SWOT mode, material strategies of marketing innovation of Guangzhou's retail enterprises are presented and their system frames are constructed.