Research On Business Strategy Of M Department Store In Dalian Jinpu New Area

It has been quite a difficult time for global retail industry in recent years.Though the retail market shows a positive sign in 2017,the economic impact from e-Commerce competition has not stopped.The development of department stores is stuck due to different kinds of pressures.Rapid expansion,mergers,and acquisitions are no longer the best branding strategy for chain department stores.In the past two years,department stores sparked a closing rush in China,not only in first-tier cities but also spreading to second-and third-tier cities.Chinese department stores are facing a serious situation that they need a break out of to avoid deficits and stagnation.They have to tackle all kinds of difficulties in order to achieve a successful transition.Firstly,some department stores with successful transition strategies are listed in this paper.We got their names by looking through the theoretical research of experts and scholars from both home and abroad,collecting the materials related to department stores,analyzing the industry development process in the past five years,and making a summary of its current status.Secondly,department store M of Dashang Group Co.,Ltd.will be the research subject of this paper.We are going to investigate deeply on M’s problems using analysis tools and then dig out the root cause of each problem gradually.Thirdly,we are trying to identify M with an accurate marketing position,by analyzing the economic status of the region where M is located,and researching the development status and marketing target of M’s competitors.In the end,we are trying to solve M’s problems,such as obsolete hardware facilities,obscure marketing position,lack of talents within its leadership,singular marketing patterns,low gross margin of supermarkets,and weak competitiveness of shop brands,etc.To improve M’s business operation,a realistic and efficient strategy is provided: make drastic reforms on store buildings;clarify shops’ marketing positions;bring in management talents with leadership;customize marketing campaigns to different targets;optimal combination for supermarkets;adjust its branding strategy to attract investment;and reschedule distribution of the shopping mall.The ultimate goal is to build M into a regionally unique and fresh department store,which gets rid of obsolete facilities completely but inherits its operation philosophy of "Here finds the world today".As a fashion icon,M will become the most popular department store in the region.