Research On Marketing Strategy Of A Shopping Center

A shopping center is located in Q City,A county-level city in Shandong Province.It is A single operation.The project is located in the core business district of the city center,and opened in 1996.The project is positioned as a "one-stop shopping center".After five years of project operation,A Shopping Center has encountered some bottlenecks in marketing management,such as unreasonable ratio of business format,insufficient brand resources,single promotion activities,lack of novelty in tangible display activities,shortage of marketing talents and other problems,which limit its sustainable development.In view of the above series of problems,this study first analyzes the macro environment,industry environment and micro environment of A shopping mall with the help of PEST,Porter’s Five Forces model,SWOT and other management tools,and summarizes the external opportunities and threats faced by A shopping mall as well as its internal advantages and disadvantages.Second through the questionnaire survey method,interview method and methods of market research,based on the STP theory on market segmentation,choice of target market,and then to comb A shopping center positioning:to build the city within the scope of radiation influential shopping center in the high-end quality,leading business development,mainly for customers in young adults and young families.Based on the 7Ps theory of service marketing,A marketing strategy suitable for A shopping center is developed.Among them,in terms of products,optimize the ratio of business types,increase the categories of catering and leisure and entertainment,and continue to deepen the refinement of clothing categories to avoid homogenization and improve the overall brand level;In terms of price,different business conditions should be adopted for different businesses,and cost transfer method should be flexibly used.In terms of channels,from the point of view of businesses,take the initiative to visit or rely on government relations;From the perspective of consumers,tap the potential of community channels and member channels;In terms of promotion,merchants can implement "water storage and fish farming";From the perspective of consumers,public relations activities and media publicity can be used;In terms of personnel,improve personnel’s business literacy and serve consumers and tenants well;Tangible display,improve the shopping environment,pay attention to the atmosphere;Service process,convenient parking,unified service standards.This study aims to find solutions for A shopping center,improve its marketing ability and boost its performance growth.At the same time,it provides ideas for the project positioning and marketing strategy formulation of shopping centers in county-level cities to realize sustainable operation.