| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === The economics recession started from late 2008 caused a serious damage to the Industry of retailers, especially the department stores. The purpose of this research is to better understand the current marketing strategy of the department stores in Taiwan and U.S, furthermore to analyze the difference. Expect to have more ideas on how to overcome the difficulty caused by the recession and provide some suggestion for next move.
After analyzing, we realized same marketing strategy can’t apply to different department stores especially when they are located in different countries under different cultures. For U.S market, department store needs to focus on the customer service, personnel training, the physical evidence and the process but for the Taiwan market; the key point will be to create its own brand, pricing, and promotional strategy.
Have made recommendation based on the result of the research and hope it can help others on further research in the future.
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