Marketing Strategy Of Aucma's Shopping Mall In Yantai

This report focuses on the marketing strategy of Aucma's shopping mall in Yantai. It first offers an introduction of the development of shopping mall as a business model in Western countries and its adoption in China. It then takes a close look at the external and internal business environment of the proposed project, analyzing both the socio-economic conditions in Yantai and Aucma's internal readiness in terms of management and financial capability. Based on the situational analysis, the author suggests that Aucma highlight the theme of tourism and entertainment in positioning its shopping mall in Yantai. Along this line, this report lays out directions for Aucma to consider in deciding about products and services to carry in its Yantai outlet. Given the author's observation that shopping mall seems a premature model of retailing in the specific location of Yantai, this report closes with a discussion on the risks involved in Aucma's project and strategies in coping with the challenges.