A Study On The Marketing Strategy Of Xingzhengyuan Shopping Mall In Luoma Market In Xi'an City

With the rapid development of urban construction in China, commercial walking street has accordingly become a hot spot. The emergency and fast development of shopping malls have turned out to be catch points for the walking streets, and even for urban retailing businesses in a bigger sense.The studies on shopping mall marketing strategy are of great practical significance to the successes, sustainable and stable development of commercial enterprises.Aiming at the various challenges that the super large shopping malls in China are currently facing, with consideration to the present business zones in Xi'an City, empirical study methods, normative analysis, on-the-spot interviews, case studies as well as data analysis are conducted in this study. As a result of the investigation and research of Xingzhengyuan Shopping Mall, all the relevant problems, both inner and outer, as well as that of marketing are reported. Discussions are scientifically made, and the root of problems regarding the marketing of the shopping mall is analyzed. In addition, marketing strategy, complementation methods and processes are designed for the said shopping mall.The study on marketing strategy of Xingzhengyuan Shopping Mall does not only benefit the healthy development of super large shopping malls in China, but also serves as a supplement to the study of the positioning of shopping malls in Xi'an, and an important guidance to the adjustment of operational strategy and implementation of marketing strategy in the near future.