Research on the Marketing Strategy of Department Store Enterprises based on Customer Value Enhancement

DOI

10.2991/978-94-6463-506-5_59How to use a DOI?

Keywords

customer value; department store; marketing strategy

Abstract

In recent years, under the influence of many favorable factors, such as the continuous increase of per capita disposable income, the continuous growth of domestic macro economy and the continuous upgrading of consumption structure, the development momentum of department stores has been relatively stable. However, due to the impact of e-commerce and other channels continues, the growth of traditional department store retail industry is weak, and the industry prosperity is still running at a low level. Based on the perspective of customer value enhancement, this article designs the four indicators of total customer value and the status quo of the enterprise. According to the questionnaire results combined with the present situation of enterprise analysis, it is concluded that large department store in product distribution, price positioning, sales channels and sales promotion has certain problems, from the customer total value of the product value, service value, personnel value, image value four dimensions and marketing combination marketing strategy Suggestions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Miner Tan
AU  - Yutong Wang
PY  - 2024
DA  - 2024/09/02
TI  - Research on the Marketing Strategy of Department Store Enterprises based on Customer Value Enhancement
BT  - Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
PB  - Atlantis Press
SP  - 538
EP  - 544
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-506-5_59
DO  - 10.2991/978-94-6463-506-5_59
ID  - Tan2024
ER  -