The Analysis Of Shopping Center E-marketing Present Situation And Strategy

In the thirteenth annual meeting of the Yabuli Chinese Entrepreneurs, Mr Ma Yun made a speech:"Nowadays, E-commerce is neither a technology nor a business model, but it is a revolution." This revolution has not yet begun, but has been in full swing. Internet technology is developing rapidly with a profound impact on the business, and it is affecting every aspect of people’s lives. Changes in people’s lifestyles have also forced commercial operators to follow the changes. Both affect the interdependence with mutual restraint and mutual promotion.In2011, in China, two hundred and twelve million people had shopping experience online in China. The online-shopping people went through average18times per person shopping online in2011. The economic scale of online shopping reached773.5billion yuan in China, accounting for4.3%of the total social consumer transactions. In2012, Ali corporation family created an amazing trading volume of19.1billion in the "11.11" activities, in the same month, Tmall and Taobao, the son site under Ali corporation, made a new record that broke over one trillion yuan of annual transaction volume in November,2012, which became the second retailer enterprises following to Wal-Mart’s. Internet-based online shopping has become an important part of people’s daily lives, with the development and popularization of technology, its impact will be even greater.The shopping center is an important constituent element of modern urban life. With the advancement of urbanization and people’s living standard, shopping center operators are constantly upgrading innovation. Living in the age of rapid development Internet, shopping center operators can not be separated from the Internet technology. At the same time, shopping centers need to facilitate communication and interaction with customers through the network based on Internet technology and integrated marketing.This article is being written in the context of in the rapid development in the shopping center and online shopping which comprehensively influence urban life. Under this background, the purpose of this study is to provide the decision-making program and the basis for the shopping center E-marketing impl em enters. This study not only combs the relevant theoretical literature on shopping center E-marketing over domestic area and abroad, and finds the status and advancement strategy of domestic and international shopping center E-marketing, with comparative study, combined with practice, focusing on the analysis of the current situation and the development of Chinese shopping center E-marketing. Through a long period of investigation, the author found that the relatively slow development problem of shopping center network marketing is the satisfaction of the status quo, the pursuit of short-term interests, relying on strong capital and the promising environment of shopping center market, neglecting hardship. However, the view from shopping center construction in the next five years around the first-tier and second-tier cities, there will be a very serious superimposed coverage construction. The method of pioneering the development based on Internet-based E-marketing will come out on top in the severe competition. Therefore, this study is to follow the operation and development trend of China’s modern shopping centers and it is full of valuable era significance.In this study, the shopping center is viewed as a typical two-sided market platform, and its main task is to reduce the transaction costs, and to ensure the efficient flow of information. In the research process, the author innovatively claimed four modes of shopping center in the Internet era, and the tentative explanation of shopping center crisis conduction mechanism. The theoretical basis of the shopping center E-marketing is customer binding strategy belonging to the relationship marketing, AHP model combined with the actual situation and the expert scoring method with different strategy. In the fourth and fifth chapters of the thesis, with a combination of qualitative and quantitative manner, the shopping center E-marketing strategy analysis has given the implementation of the recommendations of the shopping center E-marketing strategy.