Marketing Strategy Of Department Stores--based On City Commercial Complex Project

With the growth of national wealth and increasing consumer demand around us nowadays, retail business in China has developed quite a lot. There are two detail phenomenon in that situation:firstly, as many overseas-based (Europe, USA, Japan, Taiwan and HK) department store corporations launching into mainland China, their business models have quietly enriched operating conceptions on this area. Secondly, struck by increasing consumer demands and competitive pressures from outside, state-operated department stores have kept seeking and practicing their own proper operating modes.As a result of those, urban department stores are emerging and flourishing---belonging to different groups, locating at different areas, constructing different corporate structures, taking different operating conceptions and practicing different development modes. All these business activities have attracted my attention for a long time.However, most of these management conceptions, whether in external or mainland local department stores, are based on cities'original prosperous business---they have to seize the cities' commercial centers or sub-centers as the cornerstones to explore. Therefore, marketing theories about department store developing are mostly based on that.However, with the development of retail business, a new development model of department store based on City Commercial Complex is emerging now. A DEPARTMENT STORE, one key part in A GROUP's City Commercial Complex project, has shown us a general but typical operational method of that new model. So, a further study on this new model is essential.Outline of this paper is:Firstly, analyze different marketing strategies in majority department store business models through modern marketing management theory and retail marketing management theory.Secondly, expound how A DEPARTMENT STORE, nurtured and developed based on the City Commercial Complex project. Then point out some problems of A when it speeding.Finally, gives new programs and models for A DEPARTMENT STORE about how to expand market share.All above, this paper will put forward a new marketing model of chain department stores which based on reforming urban commercial complex though combining traditional models with marketing innovations.