Study On The Marketing Strategy Of Shopping Mall

With the rapid economic development of China, people’s living standard gradually improved, and the consumption pattern is changing gradually also. It has become an inevitable trend that a single department store will change to the one-stop integrated shopping mall. The next decade, China will enter a fast development period of large shopping malls, the number will large shopping malls will be doubled, and it is expected to be more than five thousand by2020. While its rapid development, we should also see that the large shopping malls are still immature in concept and operation process. When we look back the cases of domestic shopping malls, we can see many unsuccessful cases due to inaccurate market positioning, insufficient attention in the latter operation period. Therefore, it is very important to explore how to make the accurate market positioning, and how to make marketing strategies for large shopping malls.In this paper, we track the domestic and overseas relevant research results, combined with some mature theories like positioning, STP and4P, to make systematic review of the factors that influence the market positioning of large shopping malls. And based on this, we make a detail decomposition analysis on positioning and marketing strategy formulation process. At last, we take the Joy City as an example to make empirical test, in order to provide a complete positioning pattern and route for domestic operating managers of large shopping malls in the future. The main conclusions are:(1) In-depth market survey should be made in the prior period of market positioning, owning a clear understanding of the developing environment to provide basis for decision making of market positioning. Environmental analysis can be done both internal and external. External environmental analysis includes economic policy, regional planning, district, etc., internal environmental analysis includes enterprise resources, strategic objectives, and marketing conditions and so on.(2) Market positioning process can reference STP strategic positioning step. First, making market segmentation, then analyzing market segment to confirm target market, finally determining its market positioning according to the characteristics of the target market.(3) After the market positioning, accurate market positioning is needed to conduct formulating specific marketing strategies referring the4P theory, and it can be promoted from shops and consumers.(4) After making positioning strategy and marketing strategy, we still need to revise and improve constantly based on operational effectiveness and consumers’feedback, in order to achieve the optimal match.