Research On The Marketing Strategy Of Saertu Wanda Plaza In Daqing Ctiy

With the steady growth of Chinese economy,the material wealth of society continues to grow,the public consumption demand is also more diversified and personalized.However,the development of urban commercial plaza has not kept pace with the social consumption demand.Wanda Group has owned more than240 shopping plaza and held exceeded 20 million square meters mark in property area,at the same time,the internal management system of the group is relatively complete and the management team is relatively professional.So the Wanda Plaza is the leader of urban commercial plaza in China.But on a continuing basis,the built Wanda Plaza is in decline,having many problems in Encouraging consumer spending and meeting the diverse and individual needs of consumers.At the same time,debt crisis that broke out in the past two years in Wanda Group has also had a negative impact on brand influence.Therefore,optimized marketing strategies and renewed brand impact are urgently needed to maintain competitive advantage.This paper takes marketing strategy of Saertu Wanda Plaza in Daqing as a research object,and analyzes marketing theories and marketing strategies in recent years,by using a combination of theoretical analysis and practical investigation,and through macro and micro environmental factors that influence the marketing,at the same time,discuss the business status and marketing strategy of the project,then analyzes the five problems,including brand value is not fully explored,marketing channel development is relatively slow,experiential consumption is not fully developed,gold street shops lack consumer characteristics and marketing service levels need to be improved,and reasons in the marketing process in Saertu Wanda Plaza.Finally,this paper puts forward five optimized marketing strategies in Saertu Wanda Plaza to improve competitiveness.