The Application Research On "4v" Theory In The Marketing Mode Of MO-MALL

As highly development degree of urbanization today,shopping center (SHOPPING MALL) with its mass, full functions and rich formats, becomes the "third space" of people’s work and life outside. Shopping center springs out constantly. As a new coming product abroad),it becomes consumers and investors favorite object. Same mode of project location, architectural style, investment strategy results out obvious homogenization phenomenon. Price and unique resource has no longer the main influence to attract magic consumers. And how to establish a scientific total life cycle management system is the key to keep long term project, the choice of distinctive and individual integrated marketing strategy is treasured.As the composite commercial activity enters into China a little late as well as big region and culture differences with Europe and American countries, there is no mature mode to be duplicated. This article focus from products nature, clears up the concept, historical development, operation mode and the prospect in details, also make an multi dimension exploration to marketing mode. Through analysis to successful case to absorb the essence, discarding rough meal from failure case, and at the same time, combining their working experience to dig out the disadvantage, thus to put forward the simple solution firstly.Hope to share the final research results with experts. Any kinds of marketing combinations are not universal. What we only can do is to make marketing theory as a guide and seek a combination mode to conform to their growing and developing characteristic through real operation.