摘要：随着中国加入WTO，我国百货商场面对的挑战除了国内的竞争，还面临着世界零售业巨头大举进入的强烈冲击，同时还要面对消费者行为模式转换的严峻考验。我国百货商场经营状况每况愈下，急需营销理论的支持。但我国百货商场很少重视消费文化对策略制定的影响，导致营销策略效果差强人意。本文对百货商场的内外部营销环境，消费文化以及消费文化的影响因素进行分析，指出百货商场目前存在的问题，在此基础上提出合理的营销调整策略，为正处于低谷阶段的百货商场提供可操作性的建议。本文为百货商场发展指明特色经营道路，深刻分析百货商场的细分市场，研究不同消费者的消费心理及行为。同时指出我国百货商场可以借鉴发达国家大型百货的策略，结合中国文化，营造出最符合中国国情的营销策略，因此本文从“营销环境”、“消费文化”以及“营销策略制定”三方面进行研究分析。
关键词：百货商场；消费文化；营销策略
Abstract:After joining the WTO, the department stores in China are facing the challenge from both internal competition and world retail giants powering into domestic market. They should also face the acid test brought about by the format change triggered by the switch of consumption model among consumers. Our department stores are becoming worse, urgently need the support of marketing theory. However, little attention is paid to consumer culture when carrying out marketing research, causing less satisfying effects. Through the study of consumer culture and the analysis of internal and external environment of the department stores, pointing out problems existing in our nation's department stores. Based on this situation, a strategic adjustment strategy must be put forward and feasible suggestions should be provided for the department stores at the low ebb. This essay indicates the characteristic management path for the development of department stores, analyzes the segment market profoundly, studies different consumer's psychology and behavior. Also points out that our department stores can learn from the developed countries, combined with Chinese culture, to create the marketing strategy. Therefore this article bases on the following three aspects to do the research: marketing environment, consumer culture as well as marketing strategies- making.
Key words: Department stores; Consumer culture; Marketing strategy
