A Shopping Center Marketing Strategy Research

China’s reform and opening up for several decades,the rapid development of the national economy,has built a well-off society,people’s living standard and consumption level improve year by year,the way of shopping has also undergone great changes.Since 2019,the epidemic has continued to grow in the world,and now China has fully opened its control over the epidemic.In this new situation after the epidemic,how to operate shopping centers and how to regain market confidence for physical businesses are questions that must be answered by the academic and business circles.Based on this,this paper proposes A research topic on the marketing strategy of A shopping center.In this study,from the perspective of social environment changes after the end of the epidemic,literature analysis,questionnaire survey and other research methods will be comprehensively used to carry out research on the marketing strategy of A shopping center.Through the research,it is found that there are obvious problems in the current marketing strategy of A shopping center,and these problems obviously exist in the specific strategies of product,price,channel and promotion of A shopping center.First of all,in terms of product strategy,shopping center A has the problems of insufficient product promotion width and poor fit between brand and demand.Secondly,in terms of price strategy,the construction of membership system in shopping center A is not perfect,which does not make consumers feel the value of membership or there is a big gap between consumers’ expectation of membership value.In terms of channel strategy,although shopping center A attaches great importance to the construction of offline channels and media channels,it seriously neglects the construction of online channels.In terms of promotion strategy,A shopping center has the problem of serious homogenization of marketing activities.Through the full text study,the following conclusions are drawn: 1.In order to solve the main problems existing in the marketing strategy of A shopping center under the new situation,A shopping center should optimize the comprehensive marketing strategy from the four aspects of product,price,channel and promotion.First,in the aspect of product strategy optimization,the fit degree of products to consumer needs should be improved.Second,in the optimization of price strategy,to build and optimize the membership system;Third,in the aspect of channel optimization,we should broaden the omni-channel network marketing.Fourth,in terms of promotion strategy optimization,differentiated marketing and promotion activities should be implemented.Through this study,we hope to promote the sustainable and healthy development of A shopping center.