Research On Marketing Strategy Of D Gifts & Decoratives Retail Store

In this paper, a study on marketing strategy of D Gifts & Decoratives individual retail store is carried out to propose suggestions in terms of product strategy, price strategy, channel strategy and promotion strategy. Based on research in this paper, some references can be drawn for other related retail stores in terms of site selection, positioning and marketing method.The research in this paper uses multiple methods. Firstly, development and evolution rules of retail industry in recent years are investigated. Some key theoretical basis of retail industry is also learned. Secondly, questionnaire method and observational method are used to collect information and behavior of D store’s customers including age distribution, income level, consumption idea, behavior habit and visiting frequency. The observational method is used to learn the motivation and consumer psychology of buying and emotional expression. Based on some information, related theories of retailing such as retail attraction theory of Masao Nakanishi, retailing circle theory and theory of female consumer psychology are adopted to analyze the statistical data investigated and draw a conclusion. In addition, SWOT method is used to analyze and elaborate the internal strength and weakness, external opportunity and threaten from other competitors.Based on analysis with multiple methods, the operational strategy aiming at D store is concluded. In respect of price, multiple pricing combination is suggested. It is necessary to conduct low-price product with small profits promotion strategy and to guarantee the profit rate with a part of products. In respect of product strategy, the customer emotional appeal should be given much attention. Provide good experience to customers. For operation model, the 020 mode with combination of on-line and off-line operation should be adopted to solve the geographical limitation. For promotion, a certain frequency of promotion should be guaranteed and some value-added service should provided to win favor from customers.This paper creatively proposes that the positioning and marketing of gifts & decoratives stores should start from scratching the "itchy points" of customers rather than solving the "pain spot", as pain spot is the basic demand, while scratching the "itchy points" can bring more excellent experience to customers.