The Research On Marketing Strategy Of Beijing Scitech Outlet Mall

The history of Outlets in Europe has over 100 years. First Outlets of China– YanSha Outles opened in 2002 in Beijing. Outlets is famous as " brands and discount ", Beijing market is a good choice because the consumers both have awareness of brands and a strong purchasing power. Because of this, nearly a decade, Brand discount shop opened one after another in Beijing market, and these shops in different grades. Beijing Scitech Outlets opened in July 2009, although Scitech Outlets has occupied certain market share, but the saleroom is still far away from expected, The purpose of this paper is to put forward marketing mix strategy of Scitech Outlets through the analysis of various environmental and target market, to help companies achieve greater sales, to meet the needs of target consumer groups, consumer support.Firstly,combined with the political, economic, consumer, culture and competitive environment of Beijing,relying on the modern market positioning theory and the theory of management. I analysised the Beijing Scitech Outlets macro environment and competitive shopping environment, mastered its market environment. Secondly, brand discount market was segmented in accordance with consumer spending power and the psychological needs of the process of shoping .Besides, a detailed description of the characteristics of various consumer groups, locking the target consumer group of Scitech Outlets, on this basis ,Scitech Outlets Mall located its marketing position as: quality of life on the outskirts of the top leisure and shopping town. Finally, enhancement performance Marketing Mix Strategy of Beijing Scitech Outlets, and meet the target consumer groups in the consumption supported on demand. The main research results is developed a marketing mix strategy based on its own target market of Scitech Outlets: the female consumers, the young consumers , with high professional standards and culture consumers , the high-income consumers, young cutting-edge consumers, and to Beijing tourists. Marketing mix strategy can be summarized as 4P, namely: product strategy, pricing strategy, channel strategy and marketing strategy.Product strategy, it is necessary to enrich the product categories, mainly to join the children's clothing and toys. Located on the outskirts of town for the Scitech Premium Outlet Mall, shopping will account for a large proportion of the family, increased ability to attract children's products, can help the whole family to the shopping trips. Second, the planning of products show that good products will not only highlight the features of the product itself, but also arouse consumer desire to purchase. Pricing strategy a "cheap" strategy, that is not often like to use big sale promotion, but the holidays will be a strong brand with the launch of a number of attractive promotions. First, open up Internet sales channel strategy, expand sales channels. Second is to strengthen the marketing of members will be members of distinction by spending a few levels, by members of different classes differentiated services to attract members through the purchase of a higher level of membership. Promotion strategy is more diverse in their daily business promotion, advertising promotions, based on strengthening human services for customers comfortable shopping. In addition, continue to actively carry out public relations and cultural promotion, to improve the visibility and reputation of Scitech Premium Outlet Mall.I hope that the study of this paper is helpful to Scitech Outlets and other similar enterprise.