Study On Tenant Adjustment Strategy Of Linyi HX Shopping Center

For shopping mall,through brand adjustment and business portfolio within the shopping center,it is an important means to maintain the competitiveness and vitality of the shopping center.At the same time,it is also the best measure to solve the internal problems,optimize the allocation and cope with the changes of the surrounding competitive environment.The investment promotion process during the brand adjustment period of shopping centers is the process of comprehensive upgrading of the “hardware” of shopping mall such as brands,brand portfolios,and format ratios.Therefore,the appropriate investment strategy will be the most effective guarantee for correctness,operability,and sustainable development of shopping center tenants.Therefore,this paper studies the investment promotion strategy in the adjustment process of Linyi HX shopping mall tenants.Through the study of the existing problems and the causes of the problems in Linyi HX shopping mall,this paper finds that the problems of this project are unreasonable brand structure and unreasonable brand layout.In order to formulate tenant adjustment strategy,first of all,reduce the number and area of retail brands in Department stores,reduce the overall number and area of retail brands in the project,increase catering,entertainment and service brands,and adjust the brand structure;secondly,adjust the brand layout,optimize the moving line,and pave the border of Zhongdao.In the selection of new imported brands,the characteristics of consumers are determined by full investigation of consumers,and then the brand characteristics are determined by combining the characteristics of consumers.Third,study the market segmentation of brand market to determine the elements of selecting new brand and select the target market of brand tenants,and establish the market positioning of project tenants after adjustment.Fourthly,the brand strategy,rent strategy,channel strategy and promotion strategy of the investment promotion link are formulated according to the previous research.Finally,a tenant adjustment strategy is formed,which aims at solving the project's own problems,takes the tenant adjustment as the method,takes the brand research as the premise,and takes the investment strategy as the basis.Through the research of this article,Linyi HX Plaza will provide reference and basis for the adjustment of the investment promotion work,which will help the implementation of the next phase of the work and be beneficial to enhance the competitiveness of Linyi HX Square.At the same time,the study of investment strategy in this paper has a certain reference significance for the adjustment planning of other commercial real estate in the group.