Research On Marketing Strategy Of Shenyang New Y City Shopping Center

In 2021,commercial real estate projects continued to grow,the supply of commercial land and the access of new projects returned to the growth point in recent years which indicates that the commercial market will start again after a short hibernation period.From the development trend of the shopping center industry,the supply of industrial land is relatively concentrated,the quality of new commercial projects has been improved,the types of business formats are rich and diversified and the attraction of business district projects is gradually reduced.Therefore,it is urgent for traditional shopping centers and department stores to adapt to the trend of iterative transformation and bid farewell to the "old-fashioned" marketing model.Under the background of both opportunities and challenges,the paper will take Shenyang New Y City shopping center as the research object,make full use of PEST model and Porter’s five forces model to analyze the macro environment and competitive environment of it;Carry out internal analysis in combination with the current operation situation of Shenyang New Y City Shopping Center.In particular,the paper based on SWOT method so that it has made a detailed analysis of the research subject from the four levels of strengths、weaknesses、opportunities and threats.According to the theoretical model and analysis results,the marketing objectives of Shenyang New Y City shopping center are determined.And then,use STP theory to segment、locate the market and select the target market.Finally,through the formulation of 7PS marketing mix strategy,the business model and marketing strategy of Shenyang New Y City shopping center are redefined and adjusted.In view of the above marketing strategies,the paper puts forward to a series of measures from organizational structure and implements resource guarantee to phased implementation of marketing strategies,it also ensure the controllability and feasibility of the formulated marketing strategies.Through the analysis and research,the paper provides strong guidance and Enlightenment for the business strategy of Shenyang New Y City Shopping Center so that it can optimization the marketing ability of the real economy,increase passenger flow and sales,improve the comprehensive competitiveness and sustainable development ability of Shenyang New Y City Shopping Center in the commercial market.It can also assist the leasing merchants to occupy the market highland and increase the project exposure,this is the best way for the development of shopping centers in the new era.