An Inquiry Into The Development Strategy Adjustment Of Xiamen Mingfa Shopping Mall

The emergence of shopping mall is an important revolution in traditional retail industry, which not only integrates traditional retail industry with other related industry such as real estate but also changes the life style of people. Due to the long period of the construction of a shopping mall, the great demand of fund, the big construction size and the complicated industrial composition, to successively build a shopping mall is not an easy task, which needs plenty of related specialized theoretical knowledge and practical experiences. The research of the success and failure of shopping mall from the perspectives of strategy, marketing and so on is of great significance in theory and in practice because it will provide references and suggestions for potential shopping mall builders.Xiamen Mingfa Shopping Mall is a super and comprehensive shopping center including functions such as shopping, tourism, entertainment and so on. The mall achieved great success in development, advertisement and investment recruitment at the beginning, but soon after its opening it got deeply into operating dilemma that resulted in owners' appealing to the upper authorities and the court. Therefore, all social sectors concern about how to get the mall out of current difficulties and make it onto the track of healthy development as soon as possible. This paper gives an in-depth analysis of the current operating status, strategy, internal and external environment of the mall from the viewpoint of operators, provides adjustment scheme on the basis of current development strategy and suggestions on how to impleme nt a new strategy. I hope that such a research will provide Mingfa Shopping Mall and other operators with decision-making references for tracking, controlling, modifying and adjusting (or changing) the strategy implementation, and help the government guide the development of shopping malls.