Research On Service Marketing Strategy Of D Shopping Center In Dongguan

In recent years,with the rapid economic development in regional China and the progressive improvement of public living quality,public consuming desires are also on a gradual rise.Shopping Mall,as one of the mainstream forms of the retail industry in China,has become the basic facility for many cities and towns,providing each local citizen with one-stop service to enhance shopping experience.Shopping Malls are also featured with favourable shopping environment,abundant commodity combination,diversified sales service mode and tenant types.However,the emerging shopping center has become prevalent and accompanied by national wide scale construction in the past decade.As the market has gradually become saturated over time,it leads to increasingly fierce regional market competition.The phenomenon of marketing homogeneity has become very serious.In addition,the rapid development of e-commerce has also posed a huge threat and impact on the physical consumption format of shopping centers.Due to the above unfavorable factors,if the shopping center still adopts the original service marketing strategy,it will be difficult to cope with the market competition that is increasingly fierce and to solve serious problems of homogenization within marketing industry.The developing future and stable operation of a shopping center is challenged by these factors.Therefore,according to the actual needs of shopping centers,it is urgent for the development of shopping centers to adopt scientific,reasonable and local service marketing strategies and safeguard measures.In this paper,D Shopping Center in Dongguan City is selected as the practical research object,and the marketing status quo,marketing environment,and corresponding service marketing optimization strategies and safeguard measures of D Shopping Center are systematically studied by using literature,field research and other research methods,combined with a variety of modern service marketing theories.At first,the paper summarizes the research status of shopping center service marketing at home and abroad,and introduces the basic marketing theories such as 4P and 7P.Secondly,it introduces the general situation of D shopping center,analyzes the current situation of service marketing of the shopping center,and discusses the main marketing problems within the shopping center relating to market competition.Then,through the analysis of the macro and micro market environment of shopping center D,and the application of SWOT analysis method,the overall service marketing environment of the shopping center,as well as its own advantages and disadvantages and external opportunities and challenges are obtained.Finally,on the basis of the above analysis conclusions,the targeted service marketing optimization strategies and safeguard measures of D Shopping Center are proposed.Through the research of this paper,it is expected to further promote the service marketing level of D shopping center,and provide some reference for the innovation and development of the service marketing model of China’s retail industry.