Marketing Strategy Analysis Of XIAMEN HUALIAN Department

After a period of transition and consolidation, Xiamen Hualian Department Store Limited Company (former Xiamen Commercial Group Hualian Store) has become a large retail company, which includes modern department stores and specialized stores as well as chain super market, etc., In the recent years, the company has introduced many new management concepts and marketing strategies, also has adopted a variety of promotions, the company has understood that the modern consumers want brand and their satisfaction is the most important thing, Hualian is getting more and more market share in this very competitive industry.Within the thesis I have done some analysis for Hualian Store based on theory of commercial development, brand positioning and 4C's marketing strategy, I also present some forecast for the company future's development, and provide some references to other traditional department stores like Hualian Store in China.The thesis has 4 parts.The Introduction part highlights the thesis.Part One: Description of the industry of department store in China. This part briefly introduces the status of department stores and their past development, and discusses some existing issues and trend for future development, as well as basic analysis of competition between companies.Part Two: Analysis of strategy situation for Xiamen Hualian. This part mainly describes the industry and outside environment that the company is facing.Part Three: Analysis of marketing strategy for Xiamen Hualiann. This part mainly discusses the company's old marketing strategy, analyze its strategy with 4C's marketing theory and consolidation marketing theory, also talks about the future marketing strategy.Part Four: Suggestions to traditional department store in China. This part will give some suggestions about marketing strategy to those traditional department stores in China based on the Xiamen Hualian's experience.