JY Department Store's Marketing Strategy Research

Market is thebasis of business,as no commercial activities could be completed without entering the market. Therefore.it is crucial for the managers to obtain correct.up-to-date and sufficient information, based on studying current market environment and awareness of challenges and opportunities, before making any decisions. As one of the earliest department stores in Nanjing, JY LLC is completely commercial holding. It will be of great importance in development of Nanjing department stores when studying the marketing strategies of JY LLC, especially facing the competition with scaled commercial complexes (e.g. Wanda, Deji Plaza, Walmart, Carrefour) that gradually settled down in Nanjing and electric industries like Taobao.Jingdong, etc.Firstly this paper starts with background and significance,applys the combining theoretical research and questionnaire survey, summarize the marketing strategy theory and research result from the sizable enterprises home and aborad, laid the foundation of theoretical research. Secondly, being based on the factors which affect the development of local large enterprises and using JY LLC marketing model as typical pattern, analyzes its current condition. Through the SWOT analysis to understand the advantages and disadvantages of the JY LLC, face the opportunities and challenges of it, then summarize the problems:For different region store (Nanjing, Suzhou, Xuzhou, etc.) JY LLD is all highly positioned, but the service in the store is still inadequate. Compared to some commercial complexes, it is in lack of domestic installations, also it may be less convenient than the e-busniess when customers cannot obtain the useful information from the counseling platform. Finally, the advices are as follows:processing the market segments, definite the scales among different places,analyzing the elements which affects customers’ decision to figure out their preferences range different regions.improving the after-scales service at the same time, enlarge the VIP information base system.exploring new fields like e-business or comprehensive commercial enterprise.In this paper, when studying the marketing strategies of JY LLC, not only makes the company’s marketing measures significantly improved, but also improves economic indexes and operating results. Meanwhile giving some valuable references to other industry enterprises based on the development of their marketing models.