| A shopping center is a form of business gathering that brings together a variety of retail,catering,entertainment,leisure and experience services in a single building or area.A commercial collection of shopping centers that provide comprehensive services to consumers.This business collection typically includes dozens or even hundreds of service venues,including large integrated supermarkets,specialty stores,specialty stores,restaurants and snack shops,grocery collections,and recreational fitness.As an important part of commercial real estate,this commercial real estate part has been developing vigorously in China,and now the shopping center has become the mainstream retail model.By the end of 2017,China has become the country with the fastest growth in the number of shopping center worldwide and China’s cumulative stock of shopping center reached 250 million square meters.Despite more than 20 years of development,the shopping center of China have made great progress in terms of both quantity and quality.More than,our development concept has also been improved to a certain degree,but at the same time as the project is developing at a high speed,we are also facing risks such as similar design,uneven quality,misalignment,and market bubbles.Under the background of the era of high stock ofproducts,the competition of the market will become more intense,and in this case,there will certainly be a group of shopping center with unreasonable combination of business forms and poor management in the later period will be ruthlessly eliminated in the market.The success of the shopping center depends on a number of factors,including the geographical location of the shopping center,project design and other hardware conditions,but also related to the business mix,business positioning and other factors.Once the job is finished,the hardware conditions of the shopping center can not be significantly changed,only in the soft aspect series of enhanced management can enhance or maintain the advantages of the shopping center.In the easily changed software field conditions,the industry combination is one of the most professional,the most influential core competitiveness.The business combination strategy is based on the optimization of the consumer shopping experience,the maximization of the profits of resident merchants,and the stability of the rental income of shopping centers.At the same time,consumer demand for shopping centers is more and more,consumers need to be valued more and more emotional,so the demand for shopping centers is also higher and higher.Consumers come to shopping centers no longer just for shopping,but more about the experience of the shopping process,even the shopping center’s environment,emotional maintenance and quality of service.With increasing product availability,only one-stop shopping centers with a sense of experience and rich business types are the survivors of the industry of the future.Therefore,the experiential industry has once again become the object of discussion by many scholars.This study mainly has six chapters.Chapter one combs the existingresearch results,clarifies the background,purpose and significance of the research,and clarifies the methods used in the research;chapter two collates the theoretical tools,clarifies the combination of business,experiential marketing,consumer behavior intention concept,characteristics and research status,analyzes the main theoretical tools needed in the research process —— consumer behavior theory and customer satisfaction theory;chapter three introduces the research object,analyzes the advantages and disadvantages of enterprises,opportunities and challenges of the times;Chapter four carries on the investigation research and the W shopping center moves the direction analysis;the fifth chapter explains the existing combination of business and puts forward the pattern optimization suggestion to the research object;the sixth chapter makes the further summary to the optimization strategy,analyzes the industry insufficiency. |
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