Misunderstandings of the stores I talked about marketing.doc

 PAGE \* MERGEFORMAT 10 Misunderstandings of the stores I talked about marketing Today’s department stores in the marketing on the prevalence of this way, that kind of errors, which errors due to the formation of the complex, the author from his work in marketing for many years the practice of concluding major shopping malls in the marketing of several errors, only the reader reference. 1, failing quick success, desires tactical mobility, does not seek long-term development strategy Stores from the initial glory, glory to the mid-90’s ‘big mall collapse of Year’, to today’s mature development period, during which the road traversed by-step full valley of tears. I had worked eight years of a large state-owned commercial enterprises is such a brilliant experience - a loss - conversion - the process of glory, in the process of marketing played a very important role. Fushun Department Store (hereinafter referred to ask 100) is a major business groups joined in 1998, in order to quickly out of the woods, big business into more than 7,000 million yuan for the renovation of transformation, layout adjustment, the introduction of dining, entertainment, leisure and many other services, facilities and also in management and marketing companies with large round butt. In order to change the lives of all store promotional activities ‘go it alone’ in chaos, caring for 100 set up a marketing department, for promotional activities and resources integration, one of the most successful one was introduced in 2001 ‘to buy 100 get 50’ big buy gifts promotional activities, the whole city was aroused a sensation, creating the non-performance of Fiji. CEOs in the subsequent treatment of the issue of marketing, made a strategic error, blindly believe that marketing is doing the promotion only, no long-term, real work, the dissolution of the marketing department, and later re-establishment of the Planning Division, and then dissolved, then set up to re-Mart I was transferred to large