ABSTRACT
As mentioned in the prospect report of top ten business hotspots in 2019,
innovation and transformation are still the same theme for department stores. At
present, department stores are starting to transform and upgrade to cater for the
market changes and develop the Internet plus department store mode. However, the
department stores still facing many problems are struggling. This thesis is a research
proposition based on the transformation and development status of department store
marketing strategies under the Internet background. It applies 4D marketing model,
network marketing theory and consumer loyalty theory to the core competitiveness,
homogenization, electricity supplier's continuous sharing of market share of
department stores and other retail formats threatening the market. The problems of the
system are discussed.
Based on the case study of Hesheng Department Store in Shantou, some
problems in the transformation of Hesheng department store should be noticed, and
the department store in China should be upgraded and adjusted in time, in this paper,
some suggestions are put forward, under a certain proportion, to adopt the business
model of self-owned brands, to form a unique "department store culture" , to actively
promote the new O2O model and new channel development, as well as carries on the
data management and so on research countermeasure. It provides reference for the
development of the same kind of department stores in our country in the future.
Keywords: Department store ; marketing transformation ; internet Age
