Study On The Optimization Of The Outlets Marketing Strategy

With the development of economy in China,outlets,a new business model featuring ‘luxury brands + discounts',has achieved rapid development in China.The continuous influx of European retail giants and domestic developers has further been boosting the development.Nevertheless,it's not easy to be excellent outlets on account of not just copying and pasting uncomplicatedly.The experienced outlets group,RDM,may not be fully applicable to all projects when the effective marketing strategy in other projects.To succeed,it is also necessary to be suitable to local conditions,according to the economic environment,social culture,consumption habits and other factors of the project.The main content of the dissertation includes four parts.The first is to study the history and current status of overseas outlets development,analyzing the excellent projects to find the successful experience of outlets and impacts.Secondly,it studies the development of the outlets with the rapid economic growth in China,exploring the fantastic projects and successful experience of competitors,which are worthy of learning.Then,it analyzes the various elements of the project comprehensively and objectively,as well as the marketing strategies implemented in the past,to find out the matters that need to be optimized.Finally,based on the previous analysis,the effective and feasible suggestions are made to help the Florentia Village(Foshan)Outlet Mall owned by RDM Group out of the dilemma and increase the sales performance.The dissertation is to provide the targeted suggestions for the Florentia Village(Foshan) Outlet Mall,from the perspective of the optimization of the marketing strategy.Meanwhile,the suggestions can serve as reference and guidance for the new outlets so that they can seek out the effective and characteristic marketing strategy as soon as possible.