Marketing Strategy Analysis of Shopping Mall in Hefei, Anhui 26-12-18

Marketing Strategy Analysis of Shopping Mall in Hefei, Anhui

The copyright of this scheme belongs to Lianshang. Without permission, it may not be copied and disseminated.

With the growth of China's economy, the improvement of residents' consumption level and the gradual formation of the consumption consciousness of combining leisure with shopping. Centralized selling points and full consumer choice have become the development direction of retail industry, and the emergence and rapid development of SHOPPINGMALL has become an important support point of retail consumption.

the appearance and development of p>SHOPPINGMALL has its own objective reasons, and it will be a hot spot and bright spot in the retail market now and in the future. But building a successful SHOPPINGMALL needs a comprehensive and accurate marketing strategy analysis to avoid unnecessary failure.

first, the emergence and development trend of SHOPPING MALL

(first) the emergence of SHOPPING MALL

SHOPPING MALL, also known as shopping mall or referred to as "(collectively referred to as shopping mall in this article), originated in the United States in the 195s, and has gone through more than 5 years of development. In the United States, it is increasingly mature and perfect in both management mode and business philosophy. It has brought great changes to the retail industry in the United States, and has gradually become the most important retail form in the United States, and its business volume has accounted for about 5% of the total retail sales in the United States. It not only changes the distribution structure of the traditional retail industry, but also further promotes the development of the community. Similar to the United States, other countries in Europe and North America have entered the mature stage of SHOPPINGMALL development. However, Japan, Southeast Asia, Hong Kong and Taiwan Province in China generally became popular in the 198s, and have now entered a period of rapid development. In Japan, although the shops in Shopping Mall only account for 1%, they have created most of the total retail sales of $35 billion.

(II) Meaning of SHOPPING MALL

At the China Shopping Seminar held in Beijing from September 5 to 7, 2, international authoritative experts interpreted SHOPPING MALL in this way: it refers to a unified commercial building and service group formed by the overall planning, development and management of different retail stores or commercial facilities, which includes shops, parking lots, green areas, logistics and distribution, parks, cinemas and other facilities, and provides enough facilities. A simple definition is a place that integrates shopping, leisure, catering and entertainment. SHOPPING MALL is generally divided into different weight classes according to the area: 5,-1, square meters is small; 1,-3, square meters is called medium; 3,-5, square meters is large; More than 5, square meters is called extra large. Small and medium-sized SHOPPING MALL are mainly developed in major cities in China.

(3) Characteristics of SHOPPING MALL

SHOPPING MALL has become the main carrier of urban comprehensive functions, often located in the center of urban transportation, finance, culture, logistics and people flow, and easily becomes the intersection of commerce, finance and information, forming the central business district (CBD) of the city. Its main features are as follows:

1. Each individual merchant in SHOPPING MALL deals in goods by themselves, which can form a unique business style and highlight their own brand.

2. the development of MALL is closely related to the level of regional economic development, which is the performance of regional economic development to a certain level. The first generation of MALL in the world started with a per capita GDP of $1, ~ $2,; The second generation of MALL started with a per capita GDP of $3, ~ $4,.

3. The large-scale Mall integrates shopping, entertainment, catering and service, and has complete functions, showing the mature structural characteristics of high specialization and high integration.

4. It covers a large area. Take several large malls in China as examples, Shanghai Zhengda Plaza covers an area of 24, square meters, Beijing Jinyuan Times Shopping MALL covers 55, square meters, and Guangzhou Zhengjia Commercial Plaza covers 42, square meters.

5. The green area is large. Large-scale greening has provided a good leisure environment for the citizens.

(4) the status quo of SHOPPING MALL

The shopping mall model has been widely adopted by developed countries, and it has strong vitality. In 1999, 5% of American retail sales came from SHOPPING MALL. In the first eight months of 1999, the income of the overall retail industry in Singapore decreased by 13%, and the number of retail visitors decreased by about 15%, while the retail consumption from SHOPPING MALL increased by 1.8% to US$ 8 billion.

in China, the commodity retail industry has entered a new era of integration since the 199s. Its main feature is that the emerging formats such as SHOPPING MALL and supermarket chain are on the rise, and the development momentum is very rapid, which represents the new direction of domestic retail development.

from the perspective of domestic consumer market, the average annual growth rate of domestic retail industry in the past 1 years is 9. 7%, which is rare in the world. In the first half of 2, domestic retail sales increased as high as 1.1%. If negative price growth is added, the actual growth rate is 12.7%, which is the highest in recent years. In addition, a considerable part of the SHOPPING MALL is used to develop the entertainment industry (more than 1, square meters), and the sales performance of the entertainment industry has obvious advantages over other independent entertainment industries, which shows that the development trend of SHOPPING MALL is becoming more and more clear.

second, the theoretical system of SHOPPING MALL's marketing strategy

as we all know, a successful SHOPPING MALL should not only conduct strict investigation, analysis and control on site selection, business circle, economy and political environment, but also analyze and implement the marketing strategy after the hardware is determined. In the right environment, accurate marketing strategy can promote a SHOPPING MALL in an invincible position. For example, Saite SHOPPING MALL is located in Hanyang Qintai, a strategic place where the three towns meet in Wuhan, which is the only place for Wuchang, Hankou and Hanyang. However, at the end of October, 2, Beijing Saite Group, which was ambitious to enter the Wuhan market, quietly withdrew from Wuhan less than one year after its opening. According to experts' summary and analysis, its failure was not only related to the wrong location, but more importantly, it lacked accurate marketing strategy and the ability to compete with other competitors, which was bound to lead to the final failure.

For example, the SHOPPING MALL in Tianhe City, Guangzhou, which has been operating successfully since its opening, was put into trial operation on February 9, 1996. Up to now, the occupancy rate has reached 96.7%, and the average daily passenger flow has exceeded 1,, reaching as high as 6,. It has become a new hot spot for citizens to shop and relax and a new attraction for tourists to visit. The main reason for its success lies in its accurate understanding of the market when it was put into construction, and its success has been achieved by catering to the consumer psychological needs of consumers through correct site selection and accurate marketing positioning.

there are many successful SHOPPING MALL cases abroad, which are not discussed here, but we can conclude that accurate marketing strategy is a necessary condition for the successful development of SHOPPING MALL. SHOPPINGMALL's marketing strategy revolves around many important factors, such as product, price, channel, promotion, marketing, customer demand, product cost and so on, so as to fulfill the responsibilities of marketing strategy.

(I) the level of marketing strategy of SHOPPING MALL

SHOPPING MALL will divide many marketing strategies according to the market environment and target customers, but there are many marketing strategies. Many domestic shopping malls generally adopt the following common strategic levels.

1. corporate strategy: integrate the development goal of SHOPPING MALL and all business requirements to deploy the overall strategy, and conduct the overall marketing operation in the market through corporate strategy. Corporate strategy enables SHOPPING MALL to maintain a holistic operational advantage in the market, which is conducive to the consolidation and promotion of the company's reputation. At present, many SHOPPING MALL in China have basically adopted this strategic approach.

2. Division strategy (also called business strategy): The multi-member business of SHOPPING MALL is divided into the strategies of various divisions (or business fields). The strategy of the Division should not only subdivide the market, but more importantly, it should be reflected in the cooperation and implementation of the media, outreach units and government institutions. The successful operation of the SHOPPING MALL division strategy can ensure the smooth implementation of the business strategy and effectively achieve the strategic objectives.

3. functional strategy: it is the focus and core of SHOPPING MALL in marketing strategy. Functional strategy defines the strategic tasks and objectives, solves the main internal contradictions, clarifies the general direction of marketing strategy, makes rational allocation, efficient use and formulation of marketing strategy, and scientifically manages the available resources between different departments, different businesses, different products and different markets for internal resources and external environment, thus enabling enterprises to achieve their various goals.

4. Operation strategy, also known as business strategy, is the specific and detailed operation tactics of the basic business operation unit. In the operation of SHOPPING MALL, the operation and implementation of actual work are carried out through a clear division of functions. Operational strategy is more detailed and clear than functional strategy, and the quality of operational strategy directly reflects the effect of functional strategy. Operational strategy is the transition stage of strategy and tactics, which solves the disconnection between strategy and operation in the implementation process. Operation strategy includes seven internal strategies: information, research and development, capital operation, human resources, profit model, resource allocation and knowledge management; Seven foreign strategies: competition, advertising, marketing control, access, service, strategic alliance, commodity (service) proliferation, etc.

(II) Overall Strategy of SHOPPING MALL

The investment and development of Shopping Mall is bound to require an overall marketing strategy for creation and development. The overall strategy includes the market investigation and careful market segmentation before the purchase and construction of the center, the analysis and selection of the site selection, business circle, economy, transportation and human environment, the analysis and implementation of market positioning, commodity operation, the effect of the construction and the ultimate goal of the construction.

a successful SHOPPING MALL must require a set of perfect overall strategic system, and carry out actual operation and improvement through strategic subdivision, so as to make the investment effect and the overall strategic goal greatly extend and ensure the successful operation of the SHOPPING MALL.

(III) SHOPPING MALL's business strategy

Business strategy is a prerequisite for SHOPPING MALL to achieve sustainable and stable development in the market. On the basis of grasping the changes of the external environment and internal conditions of SHOPPING MALL, with the correct business philosophy and according to the business objectives of SHOPPING MALL, the long-term development of SHOPPING MALL is made an outline and directional decision and plan. The business strategy of SHOPPING MALL is a complete system, which is the unity of the overall strategy of SHOPPING MALL and each business strategy or functional strategy. It has the characteristics of overall situation, future, systematicness, competitiveness and relative stability, and of course it has certain complexity. Whether the strategic decision is correct or not is related to the overall situation and future of SHOPPING MALL. The most fundamental point is to grasp the future, which is the essence of business strategy. The formulation of business strategy is a rather complicated process, which is not only a dynamic and continuous process, but also a process of exploration and innovation. It requires decision makers to actively explore and boldly innovate, and on the basis of full rational analysis, determine the strategy that conforms to the actual situation of SHOPPING MALL. Business strategy and decision-making are related to the development prospect of SHOPPING MALL, which determines the business direction of SHOPPING MALL, the direct consumer groups and the consumption level. If you make a mistake, you lose the game. A successful strategy itself is half the victory, and sometimes even the whole victory.

At present, under the background of global economic integration and the great development of multinational companies, the competition in the department store retail market will become increasingly fierce. Small and medium-sized SHOPPING MALL in China are in a transitional competition stage, and some traditional and local retail department stores are all facing the re-selection of marketing strategies. With the intensification of market competition, the business strategy of SHOPPING MALL must be cautious. Only after strict and scientific argumentation can it be put into practice. Specifically, when the SHOPPING MALL starts, we should accurately grasp the market positioning. After a certain accumulation, we should decide whether to develop in the direction of differentiation or diversification according to the market reaction. For example, the mistakes in the business strategy of the Beijing SHOPPING MALL in Wuhan directly accelerated the withdrawal in Wuhan. Therefore, under the condition of the development of socialist modern economy and the coexistence of traditional department store retailing, SHOPPING MALL should pay more attention to the formulation of its own business strategy.

iii. environmental analysis of SHOPPING MALL in Anhui marketing strategy

(I) micro-environment

in the analysis of SHOPPING MALL's marketing strategy environment, accurate micro-environment analysis directly reflects the correct market positioning, which provides the necessary guarantee for the sustainable development of shopping mall in Anhui department store market.

1. Analysis of its own conditions

Before 24, the department store industry in Anhui was in a relatively conservative state, and the market was dominated by traditional retail department stores. The presence of SHOPPING MALL has certain innovative advantages in terms of goods, services, formats and environment, and it is easier to win the attention of consumers. In this market environment, we should pay more attention to the combination and allocation of our own resources, and the combination of goods, suppliers, logistics and services is more required to be different from and superior to other shopping malls, so as to ensure an invincible position in the market.

2. competitor analysis

The localized traditional department stores are facing the advancement of SHOPPING MALL, and are constantly integrating their own resources to improve the commodity, property environment and service environment. For example, in recent years, the top 1 local retail groups in Hefei, Anhui Province have been constantly reorganizing their own resources and improving their market positioning, commodity level and customer group adjustment.