Research On Marketing Strategy Of U Shopping Mall

From 2011, the total growth of shopping mall in Shenyang reaches six million square meters, ranking the first in the world. The number of shopping mall centers to be opened exceeds 100, ranking the second place on global scale. This breaks the supply-demand balance. Shopping malls with similar scale but various operation modes spring up like mushrooms. Therefore, how to successfully run a shopping mall becomes the key topic for a management team.Based on relevant marketing theories and references, this thesis comprehensively analyzes the actual conditions of U-type shopping malls with careful verification. The effort aims at developing marketing strategies to build service-oriented companies, enhance overall value and market competitiveness.The first chapter raises questions and meaning of the study on the basis of market competition environment for shopping malls and company basic conditions. It also identifies actual issues encountered in the basic operation and marketing of U-type shopping malls, while studying the logic path as well. The second chapter introduces the main theories used in developing market strategies. The third chapter first introduces the basic operation and marketing conditions of U-type shopping malls to figure out the advantages and disadvantages of U-type shopping malls. It also helps companies to rely on its strength while avoiding weakness. Chapter four deploys PEST analysis to analyze external environment such as political, economic, social and technological environments. It also use Porters Five-Force theory to locate existing competitors, potential entrants, customer bargaining power, supplier bargaining power and latent threats.To know competitors ensures success. Chapter four also uses SWOT to look for opportunities, threats, strengths and weakness of U-type shopping malls. Chapter five is a solution chapter in contrast to chapter three and four. Based on the analysis model of SWOT, it identifies the marketing strategic targets, instructs logic and then streamlines markets to locate targeted markets. This chapter mainly aims at developing marketing strategies to realize goals. Specific strategies cover price product, promotion and place. Chapter six proposes several safeguard measures to ensure the success of marketing strategies strategies, including corporate culture, human resource, information, risk and crisis management.