The Designment And Reformation For Enterprise Image Of Shenzhen MaoYe Department Store

The retail reflects the economic development, the market boom, the increase of standard of living in a country. The retailing is 10 percent of the top 500 enterprises in the world. The development trend of retailing reflects a total economic direction of a country.One of the characteristics of retailing in our country is that there is an imbalance in type of operation. That is to say, type of operation of supermarket has got a rapid development since China entered WTO while type of industry of department store has grown slowly because of some external influences such as management lag, human lack and so on. However, because the economy in our country grows fast, the demands of consumers for department store merchandise increase; at the same time, the department stores in our country have not been able to satisfy the consumers'increased and changeful demands because of internal factors and more intensive market competition. Therefore, what department stores have to face is to reform and develop, or to be a victim of market competition.Theoretical research and application of Corporate Identity abroad has widely existed while the relative theoretical research in our country is deficient. The primary problem is that there is a gap between theoretical research and application of Corporate Identity. As a result of the lack of the research of Corporate Identity in our country and the market status faced by department stores at present, it is specially urgent to resolve the problem of Corporate Identity of department stores. The department stores'strategic objective can be realized and problems in market expansion can be effectively resolved by redesigning and remolding the Corporate Identity of department stores.Based upon, this article deeply discusses Corporate Identity theory and retailing type of operation theory, gives an example of Maoye Department Store, after having researched and analyzed the external environment of retailing companies in our country and the internal environment of Maoye Department store, introduces STV marketing model set out by Mr. Philip Kotler to redesign the Corporate Identity of Maoye Department store and has finished the final application and evaluation. Finally, this article is able to be some use to the domestic industry.Ⅰ. It needs to introduce the concept of Corporate Identity and also the concept of type of operation of retailing to analyze Corporate Identity.In order to exactly grasp the concept of corporate Identity we can analyze from three levels: the connotation, the factors, the function and mechanism of Corporate Identity。The three factors of Corporate Identity: the notion recognition, act recognition and visional recognition of Corporate Identity, are the core to exactly understand Corporate Identity.Effective theoretical research of type of operation of retailing is an important guarantee to build department store identity. 1, Corporate Identity theory of retailing has basically experienced wheel of retailing theory, retail accordion theory, retail life cycle theory overseas. By researching the above theories , combining the consumer acting theory and the development of domestic retailing ,this article gets a retailing culture theory which is on the basis of satisfying demand and leading demand which settles foundation for applying STV marketing model. 2, Presently, the type of operation of retailing in the world is basically divided into six main types as below: department store, supermarket, shopping mall, special shop, discount shop and convenient shop. There is great difference in Corporate Identity building of different types of operation of retailing.ⅡIn the second part of this article, Maoye department store is quoted as an example. First of all, its corporate identity is analyzed; Secondly, its competition environment was comprehensively concluded; lastly, how the principal competitive factor affects building of corporate identity is synthetically evaluated.The analyzing factors of Maoye department store concludes: merchandise identity, dealing identity, managing identity, developing identity, personnel's identity, publicizing identity.The analyzing to competitive environment of Maoye concludes analysis of corporate external environment and internal environment.1.Analysis of corporate external environment is composed of analysis of Macro-environment and analysis of industry environment. Macro-environment concludes political and legal environment, economic environment, social and cultural environment and technological environment. Industry environment is analyzed by Porter's five competitive power model. The competitors of Maoye are briefly analyzed and described. 2. Value chain analysis and BCG growth-share matrix is combined to analyze corporate internal environment. Value chain analysis is used for corporate flow to discover the core department of profit. BCG growth-share matrix is used for strategic business units of Maoye to confirm the direction and strategic objective of all the operation departments.The evaluation of key competitive factors concludes external environment of Maoye and internal environment of Maoye and the key factors which are concerned with the deep end of Maoye's identity. Dellfeild's specialty grading method is introduced to fix the authority's proportion and grades of key factors. lastly, total score of Maoye's EFI﹠IFE matrix is got and the key factors that affect corporate identity is able to be found.From the above analysis of Maoye's corporate identity we can find the opportunity and threat faced by the company and considers the strength and weakness of corporate identity building and discover the principal direction of the future corporate identity building of Maoye .All of this play a major role to introduce STV marketing model below to redesign and remold corporate identity.ⅢMaoye department store's CI designing and molding based on STV marketing modelSTV marketing triangle model is advanced by the famous marketing master, Philip Kotler in 2003. This model introduces the concept of corporate marketing system. STV marketing triangle model is composed of the below three parts: Strategy(S), Tactic(T) and Value(V) which are called STV triangle. The part of Strategy describes how to win memorial shares. The part of Tactic describes how to win the market shares. The part of Value describes how to win emotional shares. Every part is composed of three factors so there are nine strategic factors. The three strategic factors are segmentation, object choosing and positioning. The three factors of Tactic are differentiation, marketing combination and sale. The three factors of Value are brand, service and process. These are the nine core factors of the system and they form the marketing strategic layout of the company.The third Chapter of this article discusses based on the nine factors, by analyzing the relationship between corporate identity building and retailing's type of operation and by analyzing the degree how competition affect corporate identity building, gradually designs and molds corporate identity system of Maoye surrounding the Strategy, Tactic, Value of corporate identity which makes full preparation for application.The last part of this article briefly summarizes the application process of the Maoye's corporate identity department store and the feedback and investigation in the course of application which establish a foundation for the future good circulation.