Research On Perfecting Commercial Positioning Strategy Of Tahoe Group Donghai Tahoe Plaza

Since the arrival of Wanda Plaza in Quanzhou in 2012,the commercial real estate development of the shopping center has promoted the upgrade of the Quanzhou commercial market.And in 2017,there was an explosive development.In 2017,seven new commercial projects were opened in Quanzhou.The entire commercial market showed a blowout situation.For the first time,the shopping mall market in Quanzhou has become oversaturated,and there is a serious imbalance between supply and demand.The development and upgrading of many projects will face severe competition problems.The Donghai Tahoe Plaza Project is the second shopping mall project developed by Tahoe Group in Quanzhou.It was grandly opened on September30,2017.As a city-level comprehensive project,the total volume of Donghai Tahoe Plaza reached 680,000 m~2,which was divided into two phases for development and construction.The first phase of the project has been completed and opened,and the second phase is under intense preparation.This paper studies the strategy of how to improve the commercial market positioning of Tahoe Plaza in Donghai,and re-invests in the project's investment operation process.By analyzing the enormous pressures faced in the operation of the first phase shopping mall and commercial street that have already opened,this paper proposes a solution to the problem.Program.Based on STP and market positioning theory,this paper combines statistical analysis method,literature research method and investigation method to analyze and dig out the target market segmentation of the project of Donghai Tahoe Plaza,the selection of target customer groups and the status quo of commercial positioning.Propose the implementation strategy to improve the positioning of the commercial market.First of all,through detailed and in-depth market adjustment work,the consumer groups of Donghai Taihe Plaza will be investigated,and the proportion of various types of consumer groups in Donghai Taihe Plaza will be summarized and analyzed,and the market segmentation of Donghai Taihe Plaza will be completed.Secondly,comprehensive analysis of each type of market of the project,selection of target customer groups,selection of the largest base,the strongest consumption power,and the most desire for consumption are beneficial to the operation of Donghai Taihe Plaza.Finally,through the optimization of business planning,brand introduction and other aspects to achieve the improvement of the positioning of the East China Sea Taihe Plaza project.In the end,it will achieve the perfect goal of the market positioning of Donghai Taihe Plaza,and enhance the competitiveness and customer share of Donghai Taihe Plaza in the Quanzhou commercial market,and enhance the profitability and risk resistance of the Plaza.This paper studies the problems and causes of the commercial positioning of Taihe Plaza in the East China Sea,and uses the theories of STP,business circle and consumer behavior to propose a strategy to improve the positioning of the Donghai Taihe Plaza project,and points out the shortcomings of the article and the practical guiding significance.The research topic can be directly applied to guide the actual investment operation of the project,and also provide reference for the positioning of similar commercial complexes in the second and third tier cities.