Marketing Strategy Of Our Shopping Mall Experience

Shopping mall is a kind of lifestyle which has close links with the development of the times. It is also the product of socio-economic development and results of the improvement of consumption and lifestyle. As the highest level of the development of commercial retail industry, Shopping mall is more attractive than those has just one retail format in its multiple functions because it can adapt to the changes in the way of life maximally and meet the various needs of the modern consumer.As China accelerated the pace of internationalization, and the sustained high growth of GDP, our country began to move into a consumer society. The past ten years has witnessed the booming of shopping mall in China, where the number of shopping mall hit 400 in big cities. However, because of the lack of scientific planning, accurate market positioning and experience in the management, the situations of these shopping malls are not well and some even go bankrupt under today's competition in retail industry .Therefore, it is more and more important for Chinese shopping malls to find a suitable way as soon as possible. As s new marketing thesis, experiential marketing is not only the most effective way to communicate with the consumers but also a good way to close the relationship between companies and consumer's .At present; the experiential marketing has got a rapid development in the worldwide because of its unique advantages.As a special kind of Retail, shopping mall combines shopping, leisure, entertainment, social activity together to provide "one-stop" consumption. It is not only a good place to have fun but also the best place to take on experience marketing. As result it can be created to provide consumers with a variety of different experience. Entertainment and Experience are not only the development trend of shopping mall but also the trend of future business practices.The main part of this paper is to develop an experiential marketing strategies and model for Chinese shopping malls, which is based on the research of experiential marketing theory, the analyses of the advantages of shopping mall itself and changes of consumer demands. And this research is also mainly on a basic thinking for enhancing the brand value of China's shopping malls under such a new marketing concept.