The Study On The Positioning Of The Shopping Center In China

With the development of economy and improvement of consumption level ofpeople, shopping center gradually rise these years that incorporates shopping, catering,leisure, entertainment into an organic whole. Shopping center can provide customerswith the perfect shopping experience with huge scale, rich products and multiplefunctions. However, compared with the developed countries in Europe and America,shopping mall begin very late in China, there are not so many successful shopping mallsthat suit for purchasing power, consumption habit and consumption culture of theconsumers. Some shopping malls are difficult to sustainable and healthy developmentsince they are opening. It has to do with that they didn’t carry on scientific positioningbased on market fact in the construction initial stage. The paper holds that scientific andaccurate positioning must be based on fully study the factors influence on the shoppingmall positioning. It helps to reduce the development risk and meaningful to solve blindlaunched, unclear positioning exist in current shopping mall development.First of all, the paper defines the meaning of the shopping center and thepositioning of the shopping center, analyses the key problems existing in the positioningof shopping center in China and reviews the positioning theory. In order to improve theaccuracy of the shopping mall positioning and reduce the risk of project development,the paper look for the factors influence the project positioning based on the positioningcontent of shopping mall, analyses the mechanism of the major factors at the same time,and get the key factors by induction, they are trading area factor, consumer factor,parcel factor and other factor. Then compared and scored the factors influence theproject positioning and get the weight of each factor by using AHP, and find the factorswhich influence positioning of shopping mall most, they are market competitioncondition contained in trading area factor, consumer income level, consumer demandpreferences and volume of people stream contained in consumer factors. After that, thepaper elaborates the content of shopping mall positioning, they are consumer orientation,functional orientation, grade orientation, image or theme positioning,and formatpositioning. In addition, the paper using the fuzzy math method and expert scoringmethod composed a shopping mall positioning evaluation model, which used to verifythe positioning of shopping center is good or bad. At last, the paper take commercialpart of the Cai Xin Plaza in jiang bei zui as an example for an empirical research, get a reasonable results and show the operability of the model.