Research On Marketing Strategy Of Cangzhou XY Department Store

With the Cangzhou economic development and the continuous improvement of people's consumption level,Cangzhou home market has become the well-known retail brand place,major retail giants compete in building a supennarket in Cangzhou area,which also includes well-known companies Cangzhou XY Department Store.Cangzhou XY department store is the first and only branch store of XY department store group in Cangzhou city.XY Department Store competes with retail enterprises such as Huabei Commercial Building,Rongsheng Shopping Plaza and Tongtian Shopping Center in Changzhou market since its opening.Therefore,XY Department Store must use rich marketing methods to meet competition by enhancing its own strength and advantages.As a retail enterprise,The development and implementation of marketing strategies is extremely important.Based on it,we will study comprehensively the relevant theoretical application of marketing strategy with the Cangzhou XY Department Store as the research object.This thesis comprehensively adopted questionnaire survey method,interview method,literature induction method and case study method,through the field of Cangzhou XY Department Store visit investigation,searching the literature materials,conducting questionnaire surveys on consumers as well as to the department store staff interviews,and combining with the competitor environment and consumer environment analysis of Cangzhou XY Department Store,starting with the analysis of the current situation of the marketing strategy of Cangzhou XY Department Store,then it it is concluded that there are many problems in the formulation and implementation of the marketing strategy of Cangzhou XY Department Store.it mainly has seven aspects of problems and deficiencies that inclucing the overall combination of goods to be improved,the commodity price system is imperfect,the promotion strategy understanding is not comprehensive,the degree of online shopping attention is low,the shopping guide's business ability is insufficient,the overall environment is slightly old,and the shopping experience is not rich enough.The research on marketing strategy of Cangzhou XY department store is based on STP theory and 7Ps marketing mix theory.According to the actual market situation of Cangzhou,through market segmentation,target market and market positioning to determine the marketing target of Cangzhou XY Department Store.And it is followed by a optimized design in the tactics of marketing strategies from the perspectives of produets,price,promotion,place,people,physical evidence,process.Cangzhou XY Department Store will find a good solution to develop continuously through these steps.Besides,the research conclusion of this paper not only aims at the development of Cangzhou XY Department Store,but also has important reference value for the development of other retail department stores.