Research On Competitiveness Of Shopping Malls Based On Customer Value

Today's world, a large shopping mall is becoming a decisive force in the development of modern commerce, customer value as the core competitiveness of enterprises. Shopping in some big cities in China becoming more and more standardized, generally located in urban centers, with comprehensive functions such as shopping and recreation. While these shopping mall equipped with the basic characteristics, but in the development of customer value and competitiveness of European culture and other aspects of shopping is still a certain gap. Based on the large-scale shopping center customer value and competitiveness within the research relationship, the establishment of competitive customer value assessment methods aim to provide a system for large shopping centers, scientific and reasonable evaluation of the competitiveness of enterprises ideas and evaluation tools, and proposed strategy to enhance competitiveness in order to guide the corresponding shopping mall management practices.This paper studies a large shopping mall and the basic meaning of customer value, retail accordion theory and experience, the basic economic theory, and in its analysis of a large-scale shopping center under the direction of source of competitive advantage, customer value analysis of a large shopping center and the competitiveness of the intrinsic relationship . Build a large shopping mall competitiveness evaluation index system, in this evaluation method based on fuzzy model to evaluate the use of the unique advantages of establishing a feasible method based on fuzzy evaluation of the competitiveness of large-scale shopping center customer value evaluation model and empirical analysis. In view of the large shopping center based on customer value competitive evaluation, the systematic study and analysis of the competitive advantage of shopping malls, the shopping malls of the customer value for competitive effect into an important position, emphasizing customer value for shopping malls importance of competition. Finally, China's shopping malls for their own development characteristics, combined with experiential marketing, accordion management tips and other scientific competitiveness of China's shopping malls relatively low levels of the dominant factor, according to the evaluation of qualitative analysis and quantitative analysis of the results presented change the financing model, clear positioning strategy, introduction and cultivation of professional mall management team, enhance customer relationship management, building the core of the brand culture, strengthen the management of shopping centers and other customer value competitive training strategy. Aims to enhance customer value to develop the competitiveness of large shopping centers to further improve China's large-scale shopping center development.