| In Zhuzhou the current limited commercial space, each departmententerprise enter, aroused the Zhuzhou commercial vitality, promotedZhuzhou city commercial level grade, facing Zhuzhou City departmentstore retail industry competition, Zhuzhou department store Limited byShare Ltd to use what kind of marketing strategy, the implementation ofwhat kind of marketing strategy, ability is in intense competitiveenvironment to defeat competitors, to attract and retain customers.In this paper, Zhuzhou department stores as the research object, onthe basis of mastering enough marketing theory and strategic theory, andcollecting reference to a large number of research literature, combinedwith the actual situation of the company, a careful analysis, carefullyverify, through the Zhuzhou department store company’s marketingenvironment analysis, the retail industry profiles, industry environmentand Zhuzhou Department of market competition. Zhuzhou departmentstore company advantages and disadvantages, opportunities, threats ofresearch, the department stores and analyzes the existing problems. Thathome run department store is the main problem of famous brand goods:too little, enterprise brand influence not enough, service characteristics,positioning is not accurate. Then according to the market conditions todetermine the Zhuzhou department store target market and market positioning, product, price, promotion, from the channel to the family-rundepartment store services marketing strategy for optimal design. Zhuzhoudepartment stores should be adjusted market positioning, in high-gradestable income for the target customers; the famous brand goods tointroduce; active promotional activities, to implement low-cost strategy;perfect service, optimize the shopping environment, promotion profitspace. And from perfect human resource management, theimplementation of brand strategy, cultivating enterprise culture and otheraspects of the service marketing strategy implementation put forward theproposal. |
