Research On Department Store A’s Marketing Strategy Innovation

Department store industry are now facing the great challenge of business model innovation for the great difficulty from fierce market competition, slowly growing sales profit, chain store operation problems and strong e-commerce impact.Based on the marketing strategy theory, the author will study on Department Store A, an international chain department store who is facing market share loss own to increasing newcomers in and outside its industry. After deep and thorough analysis on its internal and external environment, the author will put forward suggestion on Department Store A’s innovative marketing strategy and strategy implementation.The paper is consisted of six parts. In the first part, the author will clarify the research background, research meaning, research framework and difficulties in research. In the second part, the marketing status quo and strategy of domestic department stores will be studied. The third part will review the marketing strategy theory and research results, including STP theory,4p&4C plus new marketing strategy (perfect marketing strategy).The author will give SWOT analysis on the marketing environment of Department Store A, respectively from the macro environment, competition environment, internal environment and marketing status quo in the fourth part. Based on its marketing status quo and resource analysis, the author will put forward new marketing strategy and implementation for Department Store A in the fifth part. The last part will give a conclusion on this research and its insufficiency, hoping the innovative marketing strategy proposed in this research will be helpful Department Store A and other shopping malls when making marketing strategies.