株洲百货公司服务营销策略分析-analysis on service marketing strategy of zhuzhou department store.docx

II II ABSTRACT In Zhuzhou the current limited commercial space, each department enterprise enter, aroused the Zhuzhou commercial vitality, promoted Zhuzhou city commercial level grade, facing Zhuzhou City department store retail industry competition, Zhuzhou department store Limited by Share Ltd to use what kind of marketing strategy, the implementation of what kind of marketing strategy, ability is in intense competitive environment to defeat competitors, to attract and retain customers. In this paper, Zhuzhou department stores as the research object, on the basis of mastering enough marketing theory and strategic theory, and collecting reference to a large number of research literature, combined with the actual situation of the company, a careful analysis, carefully verify, through the Zhuzhou department store companys marketing environment analysis, the retail industry profiles, industry environment and Zhuzhou Department of market competition. Zhuzhou department store company advantages and disadvantages, opportunities, threats of research, the department stores and analyzes the existing problems. That home run department store is the main problem of famous brand goods: too little, enterprise brand influence not enough, service characteristics, positioning is not accurate. Then according to the market conditions to determine the Zhuzhou department store target market and market III III positioning, product, price, promotion, from the channel to the family-run department store services marketing strategy for optimal design. Zhuzhou department stores should be adjusted market positioning, in high-grade stable income for the target customers; the famous brand goods to introduce; active promotional activities, to implement low-cost strategy; perfect service, optimize the shopping environment, promotion profit space. And from perfect human resource management, the implementation of brand strategy, cultivating enterprise culture and other aspects of the servic