A Research On The Marketing Strategy Of DY Department Store

With the continuous development of market economy in our country,the national consumption idea is in constant transformation,gradually seeking to meet the demand of higher level of goods and services.It also promotes the transformation and upgrade of China's retail industry.Large traditional retail development shows a trend of steady development even slightly negative growth,and thephenomenon of average sales gross margin decline becomes a "new normal".From the macro aspect,it is due to the diversification of retail format,homogeneity and the impact of rapiddevelopment of e-commerce;from the micro aspect,it is due to some department stores didn't adjust marketing model,having no targeted marketing strategies.The main content is as follows: the first chapter introduces the writing background,research purpose,the introduction and summarization of relevant literature.The second chapter introduces related theories including five model theory and marketing mix theory.The third chapter shows the present marketing situation and the existing problems: the first sector is DY market introduction.The second part from the perspectives of market positioning and the 4P analyses DY market marketing strategy.The last part presents the marketing problems and deficiencies based on the customer satisfaction questionnaires and interviews.The fourth chapter is theexternal marketing environment analysis of DY market store based on PEST model and five model analysis,and then from the aspects of the spirit of enterprise,organization structure and enterprise resources to analysis the internal environment.The fifth chapter is the improving exploration of market marketing strategy.The Sixth chapter gives the safeguard measures to facilitate market marketing mix strategy.Hope this thesis can makedifference in enhancing the marketing performance of DY department store and obtaining sustainable competitive advantages.