The Hunan Pinghetang Industrial Co., Ltd. Sales Strategy Optimization

Foreign retailing comes into our marketing with a higher speed along with our retailing marketing is open completely, that lead our department store retailing faces double competitions from local multi-businesses and foreign retail. The leading station of department store have been shaked continually. Department store as the main body of retailing meet a first topic that how to get the deeper development and program management.This paper proceeds with the management character of general merchandise and analyze the first-class department store-Heiwado's inner environment and outer environment with the theories of Tactic management, Marketing and finance management. And this paper also clarify the opinions to the customer purchasing character, requirement character & trend, advantage and disadvantage of the trade field and Heiwado's environment status-Changsha Wuyi plaza.This paper, based on Means-end Chain of marketing, fractionize and orientate to the customers and commodity layout of Heiwado, and present the private opinion of sale strategy for Heiwado'd development from the side of commodity structure, commodity pricing, commodity display, sale promotion and service and so on.