Study On The Marketing Strategy Optimization Of Wanda Plaza In Cangshan, Fuzhou

The sustained release of spending power is one of the motivations for the steady economic growth in China. With the continuous growth of consumer demands, the strong consumption ability and the growth of domestic shopping centers is not very matching. Wanda Properties is the commercial industry leader in China, since 2015, it has more than 130 Wanda Plazas, over 80 hotels, and has been holding areas over 20 million square meters. Except that, there are still more than 70 Wanda Plazas and more than 60 hotels under construction, of which the property area is over 17 million square meters. According to the related survey data, the total market value was over HK $ 220 billion when Wanda commercial listed in Hong Kong. From the overall scale, Wanda Commercial has become the world's largest commercial real estate company, with perfect internal system, and it is the only one company that owns its own Commercial Planning Research Institute and professional management team, so it has a unique advantage in the fierce market competitions. Despite this, with the development and changes in society and city economies, there are still many barriers in the process of deepening, especially in the decline of stimulating customers'demands and satisfying customers'needs. Therefore, for the economic construction and development of urban services, an optimized marketing strategy is urgently needed. In this theory, the author takes Fuzhou Cangshan Wanda Plaza as a research object. Based on the STP strategy theory,4P,4C,4R, integrated marketing theory, and consumer theory, the author uses the literature research method, experience summary method, case study and interview method, information research method and etc., to introduce the marketing present situation in Fuzhou Cangshan Wanda Plaza, to systematically analyze existing marketing strategy problems and reasons and then to compare the domestic and international marketing experience from the aspects of product structure and main products, business radiation, marketing strategy, e-business development and profitability. On this basis, an optimized marketing strategy recommendation for Fuzhou Cangshan Wanda Plaza has been put forward in this thesis.