Research On Optimization Of Marketing Strategy Of YZ Shopping Plaza

With the rapid development of the Internet today,consumers' shopping methods have undergone tremendous changes and their demands are increasingly diversified.The advent of the "Internet plus" era has brought challenges to the traditional shopping plaza,and has also brought new opportunities for development.How to make use of this opportunity to develop rapidly and adjust their competitive strategies in the fierce market competition is an urgent problem for the traditional shopping mall enterprises.This paper takes YZ shopping mall as the research object,firstly,analyzes and summarizes the current marketing situation and problems existing in the marketing management of YZ shopping mall;secondly,analyzes the internal and external environment of YZ shopping mall with SWOT analysis tool,and summarizes the advantages,disadvantages and threats of the development of YZ shopping mall.And opportunities to provide support for the optimization of the marketing strategy.Then combined with the marketing management objectives of YZ shopping plaza,from the "shopping park" model,020 theory,the Internet,big data technology and other aspects,formulate specific marketing strategy optimization program.Finally,from the information construction,scientific and technological innovation input and personnel training and other aspects of the YZ shopping mall marketing strategy to provide the corresponding guarantee.