Marketing Strategy Of TH Company

With the rapid development of Chinese economy and the emergent of internet,the retailing industry is now facing the great challenge for the great difficulty from fierce market competition.This article will study on TH Department Store,which is an Sino-foreign joint venture enter:prise facing increasing newcomers in and outside its industry based on the marketing strategy theory.The paper mainly includes seven parts.Firstly,this paper will do research on the background,significance of the research,research aim,research method and research context.The second one will review the theory of the marketing strategy,retailing industry,and strategic tools of analysis such as SWOT theory,PEST theory,4p and other marketing strategy theory.The third part will describe the marketing circumstances of the retailing industry,including the macro environment and competition environment,especially focus on the "five forces model" analysis.The forth part analyze TH Department Company's internal environment and its marketing status quo.The fifth part will use the SWOT analysis to put forward new marketing strategy for TH Department Company based on the last part analysis.The sixth part will bring out safeguards for the implementation of the overall marketing strategies.More conclusions and insufficiencies are discussed on the last part,and the practical implications for TH Department Company when making marketing strategies are also mentioned in this part.