梅西百貨在洛杉磯時報的廣告策略之實證分析_2012 - 2013

Abstract

Over the past 20 years, with the introduction of the internet, consumer retail habits in the United States have been expanding from traditional retail in brick-and-mortar stores to online shopping which offers a convenience and prices that traditional retailers find hard to beat. This leads to the question; will e-commerce eventually replace traditional retail entirely? Evidence shows this is not the case, yet traditional retailers still need to continuously adapt to changing consumer expectations and needs. As the landscapes of retail and advertising have been going through drastic changes with the popularization e-commerce, how are traditional retailers adapting their advertising strategies to keep customers and remain relevant?

This study offers analysis of the newspaper advertising strategy of what is arguably America’s most iconic retailer, Macy’s, in attempt to uncover the keys to Macy’s continual advertising success. What the study demonstrates is that Macy’s success quite possibly lies in its flexibility and adaptability in advertising strategies, which are show to vary quite dramatically from year to year.

Over the past 20 years, with the introduction of the internet, consumer retail habits in the United States have been expanding from traditional retail in brick-and-mortar stores to online shopping which offers a convenience and prices that traditional retailers find hard to beat. This leads to the question; will e-commerce eventually replace traditional retail entirely? Evidence shows this is not the case, yet traditional retailers still need to continuously adapt to changing consumer expectations and needs. As the landscapes of retail and advertising have been going through drastic changes with the popularization e-commerce, how are traditional retailers adapting their advertising strategies to keep customers and remain relevant?

This study offers analysis of the newspaper advertising strategy of what is arguably America’s most iconic retailer, Macy’s, in attempt to uncover the keys to Macy’s continual advertising success. What the study demonstrates is that Macy’s success quite possibly lies in its flexibility and adaptability in advertising strategies, which are show to vary quite dramatically from year to year.