| Summary: | 碩士 === 淡江大學 === 大陸研究所 === 88 === In Shanghai, the largest business municipality in the country, it’s department stores retail market has begun hearing up a competition was since the state council ratified to open up the international retail enterprise of Chinese-Foreign joint venture. In addition to the special focus of attention about the competition between Chinese venture department store companies and foreign ones and the conflict of a trade have become rather keen. It’s most obvious that different venture countries have different strategies, especially the execution of “Marketing Strategy”.
We adopt “Literature analysis” and “Case study” in the research. First, we analysis the prospect environment of the department stores in Shanghai and the governmental policy and then observe further the situation and the characteristics of consumer market in Shanghai. Finally, we adopt “Marketing Mix” brought out by Mc-Caichy as a tool to proceed the research. The results we found physical evidences are as follows：
＜1＞Product Strategy：Ninety percent of goods in Chinese venture department stores are homemade. The mix of goods is wide-ranging and deep. Most prices are set at a middle and low level and the percentage of self-manage stores is high. The foreign ones are rich in their variety of resource of goods. Most prices are set at a middle and high level. In addition, they use “enlist counter joint store“ to manage.
＜2＞Price Strategy：The department store use “Marketing Pricing” method on products which are homemade or purchased. Because there are many competitors, most of merchandises more often use “going-rate pricing” and “promoting pricing” method.
＜3＞Place Strategy：These few years Chinese venture department store rent stalls which not operate so well to the company, in order to increase the size of space. Foreign joint venture prefer planning model of “counter in store“ to emphasize image and level of goods. As to the specific planning style of new open department store provide the combination of shopping、entertainment、restaurants and serves, like shopping mall. In addition, the size of shopping mall becomes bigger and bigger.
＜4＞Promotion Strategy：TV broadcast and newspaper are usually used in diversiform department store in Shanghai. Japanese venture department stores and community department stores are emphasis on advertisements of newspaper DM and so on. In general, besides discount promotion can enhance buying desire of consumers, the other promotion method or public publicity only can attract customers to come, but don’t have any help on profit.
＜5＞Location Strategy：The traditional department stores of Chinese venture all locate at old area of business center. Chinese-Foreign joint venture’s new open department stores locate at new business area where government plans. And Chinese venture department stores prefer to market new business area, to avoid positive competition with traditional department stores.
|
|---|
