Lessons and Enlightenment on the Business Failure of British M Department in Mainland China Market
- 10.2991/sschd-17.2017.87How to use a DOI?
- M department store, localization, marketing strategy, experience and lessons, development enlightenment
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of 10 loss-making international markets, including UK 60 homegrown stores and 53 international shops, which will be withdrawn from China by M Department Store, the paper analyzes the products, promotion, location, customer service, the M Department Store in the Chinese mainland market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.
- © 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 - 10.2991/sschd-17.2017.87 ID - Zhou2017/09 ER -