| Title |
A Study on VMD Strategy Plan for Integrated Marketing Communication in Department Store - An Analysis of VMD Organization Elements - |
| Abstract |
Due to the rise in a more sophisticated consumer and free distribution of foreign goods, domestic department stores have been confronted with the need to change marketing strategy. The VMD strategy has become increasingly important as the means in reaching the contemporary consumer who has been sensitized to a visual style of marketing.Insofar as a given marketing method may reflect the distribution channel and its consumer environment methodology used in VMD strategy and in recognizing the need for change from the older mass marketing approach to integrated marketing strategy. The use of VMD organizational elements have enabled us to create basic planning data that more accurately reflect our current marketplace trends. The positive influence and supporting role of visual merchandiser is needed more than ever and will be an important part of future profit and customer satisfaction, regardless of whether the customer is driven from image buying values and product-quality issues. |