A Shopping Mall Marketing Mix Strategy

Shopping center has become the one of the main places of people shopping and consumption,compared with department stores,shopping center not only can offer retail products,also can undertake catering and experiential consumption,enjoy one-stop shopping experience,and shopping center of common spacious and comfortable shopping environment,good construction measure of hardware facilities and comfortable feeling all let more and more consumer love shopping center.With the rapid development of shopping center,the corresponding problems have been exposed.The development and management of shopping center has become the focus of the industry.A shopping center is a new shopping center located in chengyang district,Qingdao city,shandong province,with a total construction area of 91,000 square meters and a leasable area of 37,000 square meters.It has 4 floors above ground and 1 floor underground.The developer of the project is one of the most powerful comprehensive real estate developers in mainland China.The developer acquired the project from tesco in 2013 and started repositioning and attracting investment in early 2018.A shopping center faced huge challenges at the beginning of taking over it,on the one hand.,the market competition is intense and complex,on the other hand,time is limitd.And according to the arrangement of company plans,A shopping center must be completed by the end of 2018,which lasts less than 1 year,but the normal shopping center lasts 15 to 20 months.Therefore,it has become an important issue that how the shopping center can give play to its own advantages,make accurate positioning and formulate correct marketing strategies in the fierce competitive environment so as to successfully complete the leasing task.Based on the domestic and foreign research on shopping center,marketing strategies,rent,and according to the actual situation of A shopping center,this paper first develops the target market selection and positioning,and then four shopping center marketing strategies,with.the method of analysis,questionnaire survey,and interview.In the part of product strategy,it determines the combination of each floor,the area and quantity proportion of each floor,the design key points of the store layout and the specific steps and methods of brand positioning.In the part of price strategy,two methods of price formulation are proposed,one is to refer to the market situation,the other is to calculate the rent model.In the part of channel strategy,it is proposed to obtain leasing resources through four channels:headquarter force,cooperation with projects in the same city,active visit and government relations.In the part of promotion strategy,it is proposed that for special periods and special brands,rent-free period and other supports other than rent can be provided to tenants to achieve the promotion effect.In this paper,methods such as questionnaire survey and interview are integrated,and rent measurement model is established.At the same time,four marketing strategies of A shopping center are proposed,which is of practical significance for A shopping center to complete leasing work in a fierce and tense environment and limited time.In addition,it also provides ideas and methods for other shopping centers to leasing work in the preparatory period,which has certain reference significance.