| With the national macro-control policies on the real estate industry coming continually, there is a downturn in the furnishing industry under the impact of the real estate market slump.Under the dim situation, Redstar Macalline exerts great efforts to cultivate high-end market of Dalian, so Redstar Macalline Dalian Huanan Mall shoulders arduous mission. With the operation philosophy of high standards and differentiation, Huanan Mall adopted "category pricing" mode creatively and succeeded in merchants, which not only "set a precedent throughout the Redstar Macalline, but also became a pioneer in the industry.Combining with the relevant literature of merchants management, category management, marketing and pricing, this paper surveyed and collected the information on the successful case of Redstar Macalline Dalian Huanan Mall merchants, studied the furnishing industry and the competition in Dalian, and described the problems Huanan Mall encountered in the process of Merchants, including the high mall vacancy rates of the industry and difficulty of brand reserves, difficulty in settling, misunderstandings of marketing and pricing subject to "category pricing" traditional mode. Then, this paper put forward some actions to address these problems: innovate pricing mode using "category pricing" mode; strengthen Merchants management, perfecting the brand reserves, refining contract and rent design, and innovating layout; optimize marketing strategies combing the relevant theories. Finally, summarized a series of innovation experience and marketing strategies in Huanan Mall, promoting each furnishing enterprise to tap the potential of innovation, continue exploring and improve management model, accelerating the advancement of furnishing industry, and providing a high reference value for the merchants management of other specialty stores and commercial real estate as well. |
