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

Miner Tan () and Yutong Wang
Additional contact information
Miner Tan: Guangzhou College of Technology and Business
Yutong Wang: Guangzhou College of Technology and Business

A chapter in Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), 2024, pp 538-544 from Springer

Abstract: 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.

Keywords: customer value; department store; marketing strategy (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-506-5_59

Ordering information: This item can be ordered from
http://www.springer.com/9789464635065

DOI: 10.2991/978-94-6463-506-5_59

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().