The Research Of The Improvement Of Marketing Strategies Based On The Customer Value Of Luxury Brand In HM Window Display Company

In the decades of 2001-2013,many international luxury brands successively came into China market with the China's access to the World Trade Organization.Meanwhile,the industry of window display for luxury brands has been rapidly developing in China.HM Company,founded in 2008,as a local firm who provides window display services,has a rapid growth with the development of this industry.But,after the year of 2013,with the industry maturing,a slowing China economy,the implementation of Fighting Corruption policy by Chinese government and the change of today's consumer ideology and channel,the growth of luxury consumption has been stagnant for the first time.The sales performance of large quantities of luxury brands has been poor,and many brands even closed some of their stores in China.The industry of Luxury brand window display is closed linked with the sale performance of luxury brands.The decline of luxury goods sale,the decrease of the number of stores and the reducing of budget in window display will lead to the end of the rapid increase in the industry of window display and the enter to the period of adjustment.Nowadays,it has become the most important issues for the administrators in HM company to decide how to face to the shrinking marketing and a fierce competitive environment,how to keep up and strengthen its competitive advantages,how to adapt a proper marketing strategy to expand market share in the growth regions of China.This thesis provides some references and suggestions about the marketing strategy improvements for HM Company and local enterprises in the period of industry changing through a series research and analysis on the present marketing environments and marketing strategies.This paper begins with theoretical knowledge,analyzes the HM Company's marketing situation to find out the current problems from the aspect of industry development trend,industry competitiveness analysis,the competitor status and the core competitiveness,and promotes the solutions by mature,systematic marketing knowledge.Then through the client's questionnaire and in-depth interviews,it analyzes client's demand and value to subdivide HM Company's current 22 clients into gold clients,important clients,developing clients and low-value clients from three dimensions,which is loyalty,current value and potential value.Finally,based on the client value subdivision,this paper summarizes the specific improvement measures for the current marketing strategy,so that HM can transform from product-centered company to service-centered one.The specific measures include establishing client relationship management system,adjusting part of the product-pricing scheme,and adjusting the organizational structure,etc.Finally,the thesis gives the appropriate marketing adjustment measures respectively based on the four different types of clients.Compared with the industry of luxury window display in Europe,US,Hong Kong,Taiwan,Singapore and other Southeast Asia,it is just an emerging industry in China.The relevant industry researches are lack especially for local enterprises.Hope that the exploration of this paper could provide suggestions for both HM Company and local enterprises in this industry for reference on the improvement of marketing strategy and help the Chinese enterprises develop continuously in this industry.