Regional Shopping Center Tenant Mix

This thesis is based on the elaboration of theories related to the format portfolio of shopping malls, with casestudies of some better developed formats domestically. It is aimed at identifying the general rules regardingformat portfolio of shopping centers in the industry, and combined with shopping mall A’s own characteristics,it attempts to put forward the distinctive proportions and standards of regional shopping mall formats. Sincethe entire format portfolio of shopping malls interiorly is immature, we focus on the analysis of variousinfluencing factors, including business orientation and function planning. Then combined with cases, the thesisproposes the benchmark ratio matching different formats of regional shopping centers for various products,and this ratio must be adjusted according to the specific form for each project and differed marketenvironment.The first part of the thesis mainly introduces the background of the research, the studies at home and abroadas well as its research method. The second part explains the theories and basic information on domesticbusiness orientation and format portfolio. By the means of analyzing influencing factors of business formats ofshopping centers, the third and fourth parts focus on business formats, related theories and standardized formatmode to pave the way for the later discussion about the research report on shopping mall A. The fifth and sixthparts are an empirical analysis of regional shopping center A, including the top-down macro factors of selectedformats of shopping malls, and the bottom-up research on customers’ preference in choosing a shopping mall.The project proposal of the business orientation of shopping mall A is concluded in the seventh part. Throughthe case study on shopping mall A, the last part arrives at the general principle of the format portfolio of ashopping mall, and the conclusion about how large the proportion of dining, shopping, leisure andentertainment should account for in different formats of regional shopping malls.In this thesis, questionnaires are designed and distributed to conduct a sample survey for customersof the regional shopping mall A. This thesis, analyzing the329questionnaires, reflects the characteristics ofthe market and its various indicators in general, and proposes a practical design idea, which provides certainreference for the format design of regional shopping mall.