Research On NEW PLAZA Shopping Center Operation Based On Consumer Preference

With the rapid development of the national economy,the rapid rise of new consumer groups,the rapid changes in consumption concepts,consumption patterns,consumption habits,and the surge in the number of shopping centers have led to increasingly fierce competition in shopping centers.How to take consumers as the core and based on consumer preferences,systematically,efficiently and completely study the operation of shopping centers,and successfully realize the correct entry,sustainable operation and healthy survival of shopping centers,which has become the most concerned of all shopping center operators.One of the problems.In view of this,this paper takes the consumer preference theory as the starting point,takes the shopping center as the research object,and conducts relevant research on the operation case of NEW PLAZA shopping center,trying to provide some suggestions for the operation practice of the shopping center.Firstly,based on the concepts of “shopping center”,“consumer preference” and “shopping center operation”,based on the dimensions of site selection,consumption streamline and business combination,the definition of shopping center operation based on consumer preference is defined.Theoretical framework.Secondly,after the questionnaire survey,the salient features of consumer preferences were summarized,which laid a solid foundation for the operation of the shopping center.Thirdly,combined with the consumer preference characteristics obtained in the previous article,the operation of the NEW PLAZA shopping center in Xi'an-from the three dimensions of site selection,consumption streamline and business combination,is analyzed,and the project site selection is appropriate.Reasonable,perfect combination of formats;and the format and brand havemade up for the imperfect consumption stream within the original shopping center,realizing the remedy of the business combination to the consumption streamline,and providing valuable practical experience for the operation management of the shopping center.According to research,the operation of shopping centers under the perspective of consumer preferences is the determining factor for the success or failure of shopping centers.The conclusions drawn on this basis are scientific,complete,and practical,and will inevitably prompt the managers of shopping centers to realize the dream of “correct entry,sustainable operation,and healthy survival”.