Application Research Of Integrated Marketing Communication Theory Of Shopping Mall

As the urbanization process speed up in recent years, the level of consumption increased,growing demand for city shopping mall, shopping mall development and operators needscientific guidance. Combination of IMC (integrated marketing communication) theories as aguide, in-depth study of the success case study of shopping mall, IMC theory in shopping mall,shopping mall in this emerging industry is a valuable study. We would based on the overallunderstanding of IMC theory and comb on IMC theory of macro and micro applications on bothsides, IMC theory is applied on the current success of shopping mall case study analysis; fromthe project, shopping mall positioning, planning, theme concept is established, the process ofinvestment and operating in all aspects of stage how to use IMC strategies to summarize, sum up.The practical analysis of the grasp of the theory of IMC and commercial shopping mall, projectmarketing, summed up both theoretical guidance, the marketing model and the rule of thescientific and practical operation of the commercial shopping center projects. At the same time,IMC theory application, demonstrated its scientific nature. Scientific theoretical guidance forshopping mall development, operations and improve the practical utility of shopping mall, makeshopping mall to provide new integrated service life of the utility for the city residents.