| China’s social economy has experienced a stage of rapid development,and is currently in the stage of high-quality development.In the process of development,consumers’ consumption environment and consumption mode have changed to a large extent.The rapid development of network information technology has also spawned a large number of e-commerce enterprises,and online shopping has also become a new trend.and have become a huge threat to the conventional operation of the traditional department stores.Y Department Store has achieved certain success through brand positioning and marketing strategy in line with the times at that time.However,with the rise of online shopping,the change of consumer consumption patterns,and the diversion of comprehensive experience malls after entering the market,all of these have had a huge impact on traditional department stores.In the face of such external competition crisis,as well as the problems of unclear positioning,increased costs,loss of middle and senior managers,and outdated marketing strategies,optimal development of marketing strategies is the main strategy of Y Department Store at this stage.In the process of research,based on relevant marketing theories,this paper expounds 4P marketing strategy theory,4R marketing strategy theory and STP marketing theory,analyzes the operating environment of Y Department Store,and uses SWOT analysis to explore the problems in the process of Y Department Store’s marketing strategy.In terms of marketing,we should also adapt to the development of the times and expand the propaganda channels,effectively integrate the online and offline sales channels,and realize the optimization of marketing mode.This paper takes Y Department Store as the research object,in order to provide some reference and reference for its marketing strategy optimization. |
