Research On The Influence Of Price Promotion Tool On The Sales Of Kitchen Department Store

The rapid economic development of economy is enlarging the kinds of goods, the more and more widespread application of the Internet has led to a more and more transparent price between consumers and businesses, the economic situation is competitive but the effects of advertising and promotion is increasingly weakened.In order to attract consumers and stimulate their buying desire, enterprises have used kinds of price promoting tools. As a result, investment in sales promotion has become a heavy burden for enterprises. However, promotion effect is not satisfying or even it is not effective in fact.The result is due to the long study period abroad in this area which theory and practice are pretty abundant, compared to that, our domestic research in this field is very lack. What’s more,the application of the theory is not according to our own circumstances and conditions. We must not receive ideal promotion effects.Therefore, the author of this essay selected two representative high-end department stores which named Jusco and Eastern Mackay Shopping mall in Qingdao, made investigation by means of doing questionnaires, and analyzing the collected data to look for the reasons of poor promotion effect and make better strategies in order to receive ideal promotion effects. This paper is based on the present thesis research background purpose and meaning, using the tools of literature research,data induction and SPSS software for data analysis. This paper investigated the Jusco store and Eastern Mackay Mall’s promoting situation, analyzed four kinds of promotion tools’ effects on consumers’ behavior.Then the paper analyzes the problems in the marketing process which is the fuzzy market positioning, the lack of market segmentation and service further improvement and so on.Finally, the paper makes some contrapuntally strategies according to above problems, for example, modern service system to improve promotion effects.The study is meaningful in both theory and practice area. In theory area, the study has enriched the theoretical achievements in this area. In practice, the results of the study can guide domestic enterprises to effectively carry out their promotion strategy.