Research On The Optimization Of The Marketing Strategy Of No.2 Shopping Center Of Company W

With the rapid development of China’s economy,the saturation of consumers’ demand for a single material aspect,coupled with the rise of internet e-commerce,with e-commerce platforms such as Taobao,Jingdong,PDD and Amazon bringing a huge impact on physical commerce,traditional department stores have been transformed into comprehensive shopping mall in response to the trend of development of the times.In order to enhance the market competitiveness of W Company No.2 Shopping Mall and achieve sustainable and healthy development,it is necessary to develop an efficient and feasible marketing strategy in line with its own conditions.This paper firstly compares the literature on shopping mall marketing strategies;secondly,it defines the concept of shopping mall and summarises shopping mall,marketing theories and the STP and PEST models;thirdly,it uses the PEST analysis to analyse the macro environment in which W Company No.2 shopping mall is located,and the competitive environment in which the shopping mall is located based on the five forces model.The paper then analyses the current marketing situation of W Company No.2 shopping mall and points out the problems of the current shopping mall marketing strategy by combining the results of the questionnaire survey;on this basis,it also uses the STP theoretical method and combines the results of the questionnaire survey to re-select and reposition the target market of W Company No.2 shopping mall;immediately afterwards,based on the theoretical and realistic basis of the previous article,the Based on the theoretical and practical basis,the paper then optimises and adjusts the marketing strategy mix of W Company 2Shopping Mall,including brand strategy,price strategy,channel strategy,promotion strategy,tangible display strategy and service process strategy,and proposes corresponding safeguards for the marketing strategy in four aspects: organisational structure,human resources,corporate culture and technical support and information construction.Finally,the paper presents the conclusions and shortcomings of the study.The research on the marketing strategy of W Company No.2 Shopping Mall is not only a reference for the marketing managers of this shopping mall,but also provides new ideas for future research on the marketing strategy of other shopping mall projects.