Century Golden Flower Service Marketing Strategy Improvement Research

This article focused on Century Ginwa as an object of study which represents the local Retail&Department Store industry in Xi'an.The research analyzed the current marketing strategy of Century Ginwa along with local market situation based on Services Marketing Theory.Also,further research proposed strategic plan for Century Ginwa by adopting current practice of Retail&Department Store industry in Japan,in order to meet their developing trend as well as satisfying consumers'needs.At the stage of theoretical exploration,through the comparison with traditional Marketing Theory that able to identify the practical significance of Service Marketing Theory as for local Retail&Department Store industry.During the proposition,the research started with using the methods of questionnaire,SWOT and literature analysis to study the corporation's performance as well as the industry's current situation.The strategic development plan modified and improved based on the local market trend,consumer's behavior and it supported the concept on Service Marketing in Isetan,which also known as retail mogul in Japan.The research also stated and discussed the current issues that faced by Century Ginwa's Service Marketing in terms of structure Service Marketing system,brand management,customer relationship management and consumer participation.As an innovation point,the research encouraged the internet marketing based on the social network,and pointed out the significance of DB(Data Base)for retail corporation in a world that technology is advancing with each passing day.The research came up with the strategic plan that brings a tremendous effect on both theory and practical level to promote Service Marketing among physical Retail&Development Store industries in China,but also the development of Century Ginwa.