Case Study On Marketing Of Dalian Department Store

Since the late 1990 s,China's traditional department store retail industry has generally shown a trend of decline in benefits,so far has not completely escaped the predicament.In the current market environment,China's traditional department store retail industry must get rid of the difficulties and meet the challenges of the new century.It is necessary to carry out strategic adjustments and major reforms in the retail model.Finding the right position is the key.Today,traditional department stores are facing great challenges because of homogenization,low cost performance,lack of professional service capabilities,and poor customer experience.Nowadays,if the traditional department store retail industry wants to win in the new round of commercial revolution,it needs to be reshaped in the following four aspects.First of all,it is the positioning of the customer group.The traditional Dalian shopping mall has a single retail form.The brand of investment promotion has no market competitiveness,and the indoor space environment is chaotic.As a result,in today's large shopping malls,it is impossible to attract young customers.Can be a relatively weak group of middle-aged and elderly people.Secondly,traditional department store retailers and brand owners operate in the form of joint venture coexistence,or are almost completely controlled by brand dealers,losing a lot of autonomy,and the profits earned by deductions are also precarious.Once again,the rapid rise of e-commerce has brought great impact to physical retail stores such as traditional department stores.Finally,the traditional department store in Dalian Shopping Mall is a shopping mall that integrates eating,drinking and playing in a large shopping mall.It pays attention to the customer experience,impacts the “emotion” and loses its original value consumption space.Dalian Department Store,as a leading company in the traditional Chinese department store retail industry,must come up with its own differentiated strategic model in this commercial revolution.This article is based on such a traditional department store,Dalian Department Store,using case study methods to establish how to make shopping malls become real retailers,focusing on customer experience,focusing on emotional communication,to establish the service-oriented and experiential,Innovative new shopping mall.