Lessons and Enlightenment on the Business Failure of British M Department in Mainland China Market

DOI

10.2991/sschd-17.2017.87How to use a DOI?

Keywords

M department store, localization, marketing strategy, experience and lessons, development enlightenment

Abstract

In view of the problem of 10 loss-making international markets, including UK 60 homegrown stores and 53 international shops, which will be withdrawn from China by M Department Store, the paper analyzes the products, promotion, location, customer service, the M Department Store in the Chinese mainland market development strategy of the lessons learned and analyzed, get some of its marketing failure on foreign brand inspiration, research shows that the brand positioning and promotion strategy for the development of the brand has a great link.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Feng-Yao Zhou
AU  - Rong Li
AU  - Bin Li
PY  - 2017/09
DA  - 2017/09
TI  - Lessons and Enlightenment on the Business Failure of British M Department in Mainland China Market
BT  - Proceedings of the 3rd Annual International Conference on Social Science and Contemporary Humanity Development
PB  - Atlantis Press
SP  - 455
EP  - 460
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-17.2017.87
DO  - 10.2991/sschd-17.2017.87
ID  - Zhou2017/09
ER  -