The Study On The Tenant Mix Strategy Of The Shopping Center In China

Shopping center has become the mainstream retail format of the United States, Europe, Japan, Hong Kong, Southeast Asia and other developed areas. It is the most successful integrated business operation of twentieth Century. Shopping center is introduced to China in metaphase of nineteen nineties, after several years of rapid development, shopping center investment boom appeared in China since 2001. However, compared to the developed countries, there are still big differences in management level and degree of cognition.Shopping center tenant mix, as one of the core issues of shopping center development and management, get the attention of academics and practitioners increasingly. There are many failure shopping center examples in China. One of the main reasons is the neglect of the tenant mix. China's relevant research is almost a blank at present.Based on this, this paper focuses on the study of shopping center tenants mix strategy. In order to provide practical decision making tools for the shopping center practitioners, provide reference for researchers, create a satisfactory tenant mix, and make a contribution to shopping center's further development.This article based on the basic theory and content system of tenant mix, combined with the influencing factors, constructed the tenant mix strategy model, and discussed the concrete application model. It Used 9 shopping centers of Beijing, Shanghai, Guangzhou, Shenzhen and Suzhou as case study object, the method of statistical analysis, and the survey data to empiric research, and make substantive recommendations of China shopping center tenant mix.This paper is divided into six parts. The first part is the overview of shopping center; The second part is the theoretical basis of the tenant mix: Retail agglomeration theory and retail demand externality theory; The third part discusses the tenant mix content system; The fourth part explores the tenant mix decision method: the construction and Application of strategy model; The fifth part explores empirical research of China's Regional Shopping Center; The sixth part introduces suggestions of Chinese shopping center tenants mix on the base of empirical results.