国内百货商场营销策略分析-工商管理专业论文.docxVIP

PAGE PAGE IV Summary Started from the early 90s, our country department stores development speed was swi ft and violent, the national large and middle scale citys heartland department store stood i n great numbers, but under developed unceasingly in the market economy leads state-owne d, privately operated, the foreign capital start department store to form the lively aspect w hich sprang up everywhere, but along with the economical globalization, the competition s uperheating caused various department store the development to take a step for jian. This article primary coverage is: The domestic department stores development process and the present situation, the domestic department stores environment analysis, the domestic depart ment stores basic situation and the present marketing strategy, inquire about the domestic department store marketing new strategy. Through to the current China department stores present situation analysis, to the current department stores environment of competition anal ysis, to the consumer psychologys research, obtains China department store to finally go o ut the management difficult position to embark from the consumer psychology, the researc h modern market marketing, holds “changes”, “new” two characters makes the marketing. Strengthens between the business and consumers deep level, the diversification, the multi-c hannel communications, take win customers “heart” as marketing goal; Pays great attention the market overall marketing ability the casting, changes in view of the market environm ent wants “changes unceasingly the strain”; The emphasis implements the market marketin g “the careful and intensive cultivation” the strategy, the request marketing activity entire process and omni-directional needs to pursue “fine”; The emphasis implements the market marketing “characteristic making” the strategy, in the market localization, the management idea, in the commodity, the service, in the brand characteristic must dare to innovate.