Beijing Shopping Center To Build A Strong Brand Research

In recent years, With the continuous improvement of people’s economic standards and living standards, Was the rapid development of China’s retail industry trend, In the process of development in the retail, Consumption characteristics of consumers experienced a significant change, that the number of consumers to make purchases because of the fast pace of society show a downward trend, Therefore, consumers are increasingly seeking to improve spending efficiency. In the current development status of China’s retail industry, shopping mall, this new retail formats, because of its large size of the area to be able to provide consumers with one‐stop shopping, has been rapid development in recent years. Especially in the economically developed eastern cities among the number of shopping mall is a growing trend, at the same time, competition in the shopping center industry inevitably becomes more intense. The emergence of a large number of shopping centers in the phenomenon of mixed development process. In the fact, Commercial real estate investors do not pay great attention to its own shopping mall branding and brand‐building efforts. If this situation persists, The shopping mall is not conducive to the development of our country, and even the retail industry will directly restrict sustainable development. Since Beijing shopping center in the last decade has achieved rapid growth in the number of, so it is more representative, Therefore, this paper is focused on Beijing, the city’s shopping center, First, the need to explore the shopping center to build a strong brand, followed by analysis of a shopping center in creating a strong brand strategy in place should be noted that recommendations. so as to help build a strong brand, to achieve long‐term healthy and sustainable development of my help to the shopping center in Beijing.