| With the sudden outbreak of the epidemic in the past two years,the concept of private domain is on fire,the era of enterprise traffic has passed,ushering in a new era of refined private domain operation,affected by the big environment,in 2020,the private domain will penetrate into the production and operation of enterprises with a rapid growth momentum,not only local enterprises actively layout,foreign brands will also include the private domain into the business plan of the new year,trying to serve as a new growth point for enterprises,this year is therefore called the "first year of private domain",2021 is the "year of private domain infrastructure",and 2022 will usher in the outbreak year of the private domain.TS shopping center for Linyi local enterprises,is also actively layout for private domain marketing program design,since the opening of the shopping center,to meet the local people’s living consumption,drive the commercial development of Linyi,but Linyi shopping center competitors are numerous,and there are constantly new competitors in the same industry,as well as online new retail and other cross-industry competition,enterprises must be based on the present to look at the future,with a forward-looking vision for development,so we use professional theory to analyze the advantages and disadvantages of business operations opportunities and threats,etc.Design the company’s private domain marketing plan to prepare for the longevity of the shopping center.This paper first disassembles and analyzes the problems from the perspective of private domain marketing based on the current situation of the enterprise,and secondly,uses PEST analysis method to analyze the current macro environment of TS Shopping Center,uses Porter’s Five Forces Model to analyze the industry competition environment of shopping centers,and analyzes the opportunity threat of shopping centers combined with SWOT analysis to determine the direction of private domain marketing design of TS Shopping Center.Thirdly,after analyzing the objectives and principles of TS Mall private domain marketing,the construction theory of private domain marketing is used to design the private domain marketing scheme of TS Mall,and finally ensure the smooth implementation of the marketing plan,and put forward the safeguard measures to ensure the private domain marketing design plan of TS Mall.The focus of this paper research lies in the combination of the actual enterprise and the market environment,through the analysis of the existing resource capabilities of the enterprise and the current situation of private domain marketing,find a breakthrough,use the model to analyze the market environment in an all-round way,take the user-centered core concept as the starting point,and propose a targeted and operable private domain marketing design scheme around the market goal. |
