Research On The Traditional Department Store N's Online Shopping Marketing Strategy

The popularity of computer application in various industries,the improvement of Internet infrastructure and the number of Internet users increasing in a high speed has led to the unprecedented prosperity of the Internet economy.The market size of online shopping is over 700 billion Yuan in 2011,year-on-year growth more than 67%.While the large-scale B2C e-commerce enterprises like Tmall,360buy and Vancl have already formed their brand influence,more and more Internet users accept online shopping this consumption mode.The severe change in the consumer market makes the traditional retail enterprises,especially many large-scale department stores and supermarkets are aware of the necessity to face the development of e-commerce.The retail department store,Corporation N in Guangxi,started to grope for the online marketing model in 2010.During the year when it operated e-commerce,Corporation N faced many difficulties as a beginner of e-commerce industry,for example the mature competitors,the different business models,the competition between e-commerce and physical shop,and the shortage of talents which are limiting the development of its e-commerce.The greatest challenge is that the physical store is the mature traditional commercial format,but e-commerce is a new format which needs to be invested.The investors expect highly,invest largely,and have a high position to the e-commerce.What if the e-commerce can not achieve their expected effect?Do they still want to put their capital in it?It is the most severe test to the leadership of traditional retail enterprises.This thesis uses the analytical methods like survey analysis,STP,SWOT to analyze the e-commerce of Corporation N,in order to discuss the issue about if the development of regional online shopping should be paid attention to and if the marketing means can be used actively.Our results suggest that Group N should break the thought fixed pattern about commercial format,at the same time take its advantage with diversified resources of product layout,pricing modes,distribution channels and promotion methods,thus to achieve its strategic target of regional e-marketing.