The Positioning Research Of Xiamen Mingfa Mall

In August 2002, Mingfa Group entered into the commercial real-estate field. It created a new record of the commercial real-estate auction at Xiamen on Lianban rebuilt project, which cost 0.785 billion with 166.4 thousand square meter. Several years later, Xiamen Mingfa Mall was constructed on it and began operating at September 2006. However, it's not successful. Many businesses are still in hot water today even they try their bests to change it. Some small merchants have to close their shops. The practical operation of Xiamen Mingfa Mall is out of the prospect of Mingfa Group. How to make an accurate orientation for Xiamen Mingfa Mall? How to realize the prosperity of it?The thesis will begin with the basic information of Mingfa Group, and then introduces the concept of the shopping mall and its history, its positioning and practice in the foreign countries. It will use Xiamen Mingfa mall as the research object. After the introduction, the thesis will analyze the management circumstance of Xiamen Mingfa mall, such as stratagem, market and value chain, and at the same time acquire the strengths and weakness of Xiamen Mingfa mall. At last the thesis will discuss the future positioning and stratagem of Xiamen Mingfa mall.The analysis of the positioning of Xiamen Mingfa mall is useful for people who work in the relative fields. Through it, people can know the development trend of the shopping mall, and the issues of positioning and operation they should pay attention to in the future. The thesis will give other commercial real estate companies a chance for study, as well as guide them to operate the shopping mall successfully. In the end, these successes will strengthen the development of cities and make our economy prosperity.