Year: 2024
Type: article
Abstract: With the rapid development of China’s retail industry and the diversification of consumer markets, enterprises are facing unprecedented opportunities and challenges. In this context, Fat Donglai, as a unique retail enterprise, stands out in the competitive market with its unique business management model and marketing strategy. This paper aims to explore the business management model and marketing strategy of Fat Donglai, and analyze the key factors for its success in the highly competitive retail industry. Through the in-depth study of Fat Donglai’s corporate culture, supply chain management, staff management and customer service, this paper reveals its customer-centered service concept and strict selection strategy of high-quality products. In addition, the research analyzes its brand positioning, product strategy, price strategy and innovative promotion means, showing how Fat Donglai improves its market competitiveness through differentiated positioning and customer experience. Despite limitations in data sources and sample size, the study provides valuable insights and practical guidance for the retail industry. Future research will continue to explore Fat Donglai’s digital transformation and its expansion opportunities in emerging markets to further enrich relevant theoretical and practical applications.
DOI: 10.54097/m4nyt326
Author: Wei Han
Institution: Shanghai Jian Qiao University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406161444