Research On The Marketing Strategy Optimization Of BS Shopping Mall

With the rise and popularity of e-commerce,people’s shopping and consumption patterns have changed dramatically,and online shopping has gradually become the new way of life,such a development trend has caused a certain impact on traditional retail.In such a context,physical retail enterprises want to improve their profitability and market competitiveness,they must rely on marketing strategies to form a unique competitive advantage.As the first large-scale shopping centre integrating retail,catering and entertainment in Longkou,Yantai,Shandong Province,BS Shopping Mall has invested a lot of manpower and resources in marketing and promotion in recent years and achieved certain results,but there are still some problems,such as positioning that cannot keep up with the new generation’s consumer demand,large volume but lack of core competitiveness,which restrict its further development and lead it to develop a more targeted This has led to the need to develop more targeted marketing strategies.Therefore,this paper uses marketing theories as a guide,selects BS Shopping Mall as the research object,uses literature analysis method,survey research method,comparative analysis method and other methods to analyse the problems of its marketing strategy,analyse the deep-seated reasons behind,combine with its own advantages,and formulate marketing strategy optimization plan and guarantee measures for it.The research and discussion in this paper is divided into the following parts: firstly,it introduces the overview of BS Shopping Mall,summarises the current situation of BS Shopping Mall marketing strategies using the 4P marketing theory,points out the problems of BS Shopping Mall marketing strategies,and analyses the causes of the problems.Secondly,the macro environment of BS Shopping Mall is analysed using PEST analysis,the competitive environment of BS Shopping Mall is analysed using Porter’s five forces model,and consumer behaviour is analysed using satisfaction questionnaires to determine the direction of optimising the marketing strategy of BS Shopping Mall.Again,using the STP tool,the market segmentation of BS Shopping Mall is conducted to select the target market and clarify the market positioning.Under the guidance of 4P marketing theory,the marketing strategy optimisation plan of BS Shopping Mall is proposed in four aspects: product,price,channel and promotion to effectively improve its marketing level.Finally,this paper proposes safeguards for the optimisation of BS Shopping Mall marketing strategies from four perspectives: organisational structure,system,technology and human resources,in order to help implement the BS Shopping Mall marketing strategy optimisation plan.The above study will not only provide ideas for optimizing the marketing strategies of BS Shopping Mall and help them to establish marketing advantages in the fierce competition,but also provide some reference for other shopping malls with similar marketing dilemmas.