Yellow River Inzone’s Differentiated Research

After decades of development, China’s department store industry has been very mature and has been becoming the dominant industry in the Chinese market. Especially in recent years, with the rapid development of economy and the raising of people’s living standards, differentiation and personalization have been becoming the inevitable trend of modern department stores. However, under the impact of the economic environment, the degree of homogeneity of the department store industry is getting worse, which seriously affectes normal and healthy development of China’s department store industry. Binzhou Yellow River inzone encounters the development opportunities and challenges from macroeconomic conditions, changes in consumer behavior, format changes and changes in regional structures, as part of the department store industry and a city department store in inzone.Under the theoretical guidance of differentiation strategy study, this paper attempts to study deeply Yellow River inzone- a city department store in inzone, on the basis of analysising development and operation of Binzhou city department store, adopting the research methods of normative research and empirical research and the research methods of qualitative and quantitative. Meanwhile, by obtaining first-hand information, this paper discusses the purpose and significance of differentiated operation of department store chain in the same city. Then, on the basis of customer satisfaction surveys, this paper conductes a field investigation by selecting a city department store of Binzhou city in order to clarify the status and needs of the city department store in the minds of consumers. Again, in order to implement the city department store’ differentiated operation, this paper proposes countermeasures from store positioning, brand introduction, terms of marketing strategy, personnel management and services and summes up the feasibility of differentiated operation under the leadership of the chain stores.Finally, this paper evaluates the overall effect of differentiated operation strategies which are being implemented. By implementing a series of strategies, Yellow River inzone receives varying degrees of improvement in all aspects. Differentiated operation increases passenger flow and sales, optimizes the brand structure, stables supplier partnerships and makes promotions and marketing methods diversified, innovative. But as the changing situation in the future, differentiated operation needs further adjustment in these respects of marketing model, meticulous management, customer maintenance and new resource utilization.