Research On Marketing Strategy Of Baotou Victory City Mall

In recent years,the increase of physical retail places,the impact of e-commerce on physical stores and the overall slowdown of domestic consumption have significantly slowed down the growth of operating revenue and net profit of shopping centers.Baotou Victory City Mall is a representative comprehensive retail enterprise in Baotou,integrating entertainment,catering,leisure,experience and shopping.In terms of business format,Baotou Victory City Mall matches urban development and consumer demand,and actively promotes square business format and brand innovation.Since its formal operation for more than two years,Baotou Victory City Mall has faced various competitive pressures,and there is an urgent need for marketing adjustment.This paper makes a systematic research on the marketing of Baotou Victory City Mall by using the methods of literature and field research method.The purpose is to improve the business situation of Baotou Victory City Mall,which does not provide reference for other retail enterprises.The results show that from the internal environment,Baotou Victory City Mall has the advantages of group,location,volume and capital operation,its disadvantages are a high vacancy rate,a single sales channel,a single and backward means of promotion,and a serious homogenization of brands,the national policy promotes the innovation and transformation of the entity retail trade,residents’ occupancy of new buildings in the vicinity,the gradual improvement of the municipal construction in the vicinity,and the increasing scale of online shopping,however,the rise of e-commerce and the fierce competition in regional retail market also pose a threat to Baotou Victory City Mall.Moore city,Baotou,is clearly the right place for a differentiated marketing strategy.This kind of differentiated marketing strategy,not only with the traditional retail enterprises to form a difference,but also with the network retail enterprises to form a difference,so as to build the shopping center’s marketing strategy.The specific content of the marketing strategy of Baotou Victory City Mall is from the product,the price,the channel,the promotion and so on many main aspects form the Baotou Victory City Mall characteristic.In the product aspect,the rich form,the rich product category,enhances the consumer experience;in the price aspect,adjusts the original high-grade price system to the low price system.In the channel,vigorously develop the line on-line integration of the O2 o Channel;in the Promotion,the traditional media,network media,people’s all-round promotion,especially the use of network media to promote.