Proceedings of the 3rd Annual International Conference on Social Science and Contemporary Humanity Development

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

Authors
Feng-Yao Zhou, Rong Li, Bin Li
Corresponding Author
Feng-Yao Zhou
Available Online September 2017.
DOI
https://doi.org/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of 10 loss-making international markets, including UK 60 homegrown stores and 53 international shops, which will be withdrawn from China by M Department Store, the paper analyzes the products, promotion, location, customer service, the M Department Store in the Chinese mainland market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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Volume Title
Proceedings of the 3rd Annual International Conference on Social Science and Contemporary Humanity Development
Series
Advances in Social Science, Education and Humanities Research
Publication Date
September 2017
ISBN
978-94-6252-401-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/sschd-17.2017.87How to use a DOI?
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/).

Cite this article

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  - https://doi.org/10.2991/sschd-17.2017.87
ID  - Zhou2017/09
ER  -