Research On The Development Of Shopping Mall Under The Background Of Experience Economy

Since 90 's Shopping mall enters into to our country,the character of compound,many types of volume features meet the needs of consumers,which is loved by consumers.But Because of the short time development of the shopping mall in our country,experience and theoretical leve is lacking.In the other hand,The real estate tradesman could not get rid of the previous thought,as the consequences,the shopping mall coulde not put the correct position,blindness exploitation and the serious problem of homogeneity.Current society is entering in the age of experience economy,consumers pay more attention to spiritual enjoyment,who are receiving pay for the added-value of products.In this background,the paper analyses the method of helping the shopping out of the current trouble.In the second chapter,the paper combed the history of national shopping mall,which is in the basis of researching the relevant concept of experience economy and shopping mall.In the third chapter,the paper analyses the influences of economic development,the consumer demand and urban development to the shopping mall.Next the paper analyses the overall development of the shopping mall,characteristics and development model recently.Then,the paper points out that the development of shopping exits four problem:excess volume,the strike of e-commerce,the fuzzy cognition and think little of operion comparing exploitation.In the final of the chaper,the paper analysis the cause of the problem from the government,the real estate tradesman ande the character of the industry.There are five advantages to develop the experience economy in the in troduction of the fourth chapter: Solve the impact of e-commerce,reduce homogenization,attract people and drive them to consume,shorten the period of consumption and meet the preferences of the consume.Then the chapter introduces the basic classification and characteristics of experiential format,in the basis of which the chapter analyzes the instances of hangzhou xi yue impression city,and draw a conclusion that develop the experience economy in the shopping mall is feasible.Finally,the paper analyzes the status of shopping center development in the experience economy,which points out that in the background of experience economy the shopping mall still exists unreasonable aspect currently.Aiming at the related problem of the shopping mall,the paper points that the shopping mall will differential positioning,incorporate science and technology innovation elements,develop fan economy and focus on new business development in future,hoping to provide new ideas for shopping mall development path in the future.