| Shanghai Grand Gateway66opened in December1999. After twice adjustments on a large scale, its annual sales increased rapidly from less than200million yuan RMB in year2000to more than3.8billion yuan RMB in2013. Since2007, it has faced furious competitions from more and more business rivals near and far, because quite a lot shopping malls have been built or under construction.After expounding the constant changes in positioning of SGG66, and studying its operating strategy, combining with the theories of positioning and repositioning, collecting and comparing data, analyzing SWOT, and researching the consumer behavior, this paper exposes the existing problems in the present and makes a full set of strategic solutions, in order to keep its competitive edge and maintain the sustainable development. |
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