| In 1990 s,the shopping mall was introduced into China and developed rapidly in our country.After entering in twenty-first Century,is by virtue of shopping,entertainment and leisure in one,become a new bright spot in the retail industry.The XL shopping mall researched in this paper was founded in February1,2013.After its establishment,it has occupied the local market quickly with the experience of operation management and the advantages of human resources and financial resources.However,with the increasingly fierce competition in the market and the rapid development of e-commerce,XL shopping mall should formulate corresponding marketing strategies to face new challenges.This paper first focuses on the retail industry in the shopping mall,through the PEST model of XL shopping mall for the macro environment analysis,industry environment analysis and XL shopping mall internal environment analysis.Secondly,after analyzing the overall direction,began to study the XL shopping mall marketing strategy.Find out the problems existing in the marketing strategy,and make a deep analysis of the causes of these problems.Thirdly,using STP theory to subdivide the market of XL shopping mall,and select the appropriate market positioning and target market choice.Based on the 4P marketing theory model,this paper puts forward some suggestions on the product strategy,price strategy,channel strategy and promotion strategy of XL shopping mall.Finally,the paper puts forward the safeguard measures of marketing strategy adjustment. |
