Research On Differential Operation Model Of Z Shopping Mall

In 1990 s,China's reform and opening up achieved remarkable results,which led to the rapid development of social economy and the significant improvement of the living standard of residents.The change of consumers' life concept led to the vicissitude of market environment.In order to adapt to the changing market,the traditional department stores introduced catering and entertainment formats to satisfy consumers' more consumption needs,and promoted the transformation of department store's business mode.In the late 90 s,a small number of keen real estate developers saw the future trend and potential business opportunities of China's commercial real estate,opened the Chinese shopping mall mode in the first tier cities,and promoted the upgrading of China's commercial real estate industry.After nearly 20 years of development,China shopping mall after the initiation stage,stage of development in the market competition in the lessons learned at this stage experience,Chinese shopping mall has entered the stage of the outbreak,the rapid expansion of the scale of operation in the shopping mall to promote the capital market,in the case of Shenzhen in the recent 5 years the market for the new area far ahead of the 15 market cumulative total area,the rapid growth of supply caused by large-scale business homogenization,the near future Chinese shopping mall industry will enter the era of the stock,a large number of projects will be out of the market or enter new market segments in the future business.The rapid expansion of market supply and the homogenization of mass operation make enterprises have to carry out research on market segmentation and differentiated management,so that we can get more room for development in the stock age.By studying the characteristics and trends of the development of foreign shopping malls,this paper refines the models of domestic industry from the development trend of shopping malls in Europe,America and Japan,and lays a foundation for exploring the transformation of domestic shopping malls.Through the analysis of the development of the domestic shopping mall and the present market competition environment,the main contradiction in the domestic market supply increases too fast and the market management of homogenization,introducing the differential marketing theory,analysis and reference on the successful case,through market research and data statistics method,combined with the operation of Z shopping mall is proposed to explore the office business community shopping mall market segments.The market is still in the exploratory stage in China,the extension of the traditional management idea and management mode of project positioning and business will lead to serious problems,caused the project positioning and target customers demand from.This paper puts forward the feasibility plan of differentiated operation for Z company in terms of product positioning,format planning,brand management and so on,and gives valuable suggestions for the development of the industry.