WD Plaza Marketing Strategy Research Of Luoyang

Since2004, with the rapid growth of commercial real estate development, investment and consumption in Luoyang, people encounter the best opportunity for the advancement of the commercial prosperity in Luoyang, and will face the most fierce challenge and competition at the mean time. As the first comprehensive shopping center in Luoyang, it has been run for nearly five years since its commencement on Dec.22th,2009. Now it has become the central landscape, front line commercial circle, and the habitation of the fashionable youth in Luoyang.Although the plaza was well-operated and with good reputation in recent years, but the flow of the consumers is not ideal since the second half year of2013. In comparison with the competitors in the same industry, the rate of consumption and unit price still has an upward tendency. Meanwhile, with the development of e-economy, e-business will boom dramatically. As a result, the traditional retail business will face fierce challenge due to the online price competitions, the change of consumption habits, the rise of rent as well as the cost of human resources. Besides, the newly shopping centers have also shocked WD Plaza Circle in terms of architectural mass, the degree of comfort, intensity of brands, diversity of brands and so on. Therefore, it is of great importance to use the marketing strategies to maintain the advantageous position of WD Plaza, and also promote its apprehensive competitiveness.This essay systematically and creatively analyses the marketing practice of WD Plaza, based on the experience of successful shopping center abroad in terms of attracting business, macro environment, micro environment, running situations. Then, it finds out the needs of consumers according to a consumer survey, and also locks the target consumer groups. Next, it proposes the problems in the process of the plaza running by analyzing the present situation of the program, such as the lack of themes, the resemblance of brands, the low level of marketing positioning, and monotony of products. Moreover, it analyses reasons of the above problems, and improves marketing strategies based on the problems. Lastly, it proposes the backup measures of realizing the new marketing strategies, for making the program go smoothly, face the various competition steadily, prevent the indefinite risk, promote the reputation of WD Plaza as well as its sales volume.Hopefully, this essay will contribute to the constitution of marketing strategies in other shopping center and similar enterprises.