Research On The Service Marketing Strategy Of Nanchang Honggutan Wanda Shopping Center

With the rapid growth of China's economy,the consumption demand of residents presents a diversified development trend.However,the development of China's shopping center has not formed a good match with the strong consumption demand of the residents.As the leader of China's shopping center brand,Wanda has been in the country more than 130 new shopping center,property holding area exceeded 20 million square meters mark,and formed a perfect management system in its interior,has a professional management team and the only one in the business plan for the Institute is purpose.Based on the above factors,the Wanda shopping center has richly endowed by nature advantage in the fierce competition in the market.But with the changing market environment,has been built Wanda shopping center still faces many obstacles on the road of sustainable development,especially in the consumer desire and ability to meet the demand to stimulate a bit tired.Therefore,in the new era,Wanda shopping center should take service marketing as guidance and optimize existing marketing strategies,so as to rapidly enhance its core competitiveness.Based on the above background,this paper will focus on determining as in the new situation,how to a large shopping center with its own development to establish service marketing optimization strategy and the corresponding security measures,which can quickly meet the needs of consumers and adapt to the development of the market,and provide a reference for the same type of shopping center development he.In this paper,the development of Wanda Shopping Center real basis,through the study on the case of Honggutan Wanda shopping center,analyzed the optimization measures of Honggutan Wanda shopping center service marketing strategy and the corresponding marketing measures,hope to achieve the following research purposes:First of all,through the literature review to current situation of the domestic and foreign shopping center have a more clear understanding,in-depth analysis and on the basis of Honggutan Wanda shopping center in market environment.Secondly,to market the STP marketing theory and service marketing theory,to formulate optimization measures of Honggutan Wanda shopping center service marketing strategy,and enhance its market competitiveness.Finally,put forward the marketing security measures,in order to ensure the smooth implementation of Honggutan Wanda shopping center model of service marketing strategy,and to enhance the core competitiveness to lay a solid theoretical foundation.