Author(s)

ShanShan Luo, ChaoMin Gao^*

Affiliation(s)

School of Business Administration, Baise University, Baise 533000, Guangxi, China.

Corresponding Author

ChaoMin Gao

ABSTRACT

To analyze and address the current marketing challenges faced by Shanghai Y Tea House iAPM Mall Store, this study adopts interviews, literature review, and observation methods to deeply analyze the store's marketing strategy issues. The research found that the main problems include unstable product quality, low cost performance, lack of diversified channel integration, and single promotion mode. These issues mainly stem from inadequate product quality control, inflexible price adjustment mechanisms, excessive use of traditional business thinking, and traditional promotion methods. Based on this, the study proposes corresponding countermeasures, including strict product quality control, differentiated pricing implementation, online and offline channel integration, and innovative promotion methods to improve its marketing strategy, enhance competitiveness, and promote sustainable and healthy store development.

KEYWORDS

Marketing strategy optimization; Product quality; Channel integration; Promotion innovation

CITE THIS PAPER

ShanShan Luo, ChaoMin Gao. Research on marketing strategy of Shanghai Y Tea House iAPM Mall Store. World Journal of Information and Knowledge Management. 2024, 2(2): 42-47. DOI: 10.61784/wjikm3015.

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