| The location of shopping centers will mostly take into account the factors of convenient transportation,and also tend to be more humanized in space design and supporting facilities.As a result,more and more urban people are attracted to the shopping center for leisure and entertainment.However,while shopping centers are flourishing and developing,they are also facing many problems.The number of shopping centers in the first and second tier cities across the country has increased dramatically,and the homogeneity of the marketing model of shopping centers has become more and more serious.The marketing strategy of shopping centers under the traditional retail model can no longer better meet the needs of consumers.In recent years,with the improvement of logistics system and supply chain,relying on big data,information technology,etc.,and the deep integration of online and offline logistics system,a new retail business model has been formed.Under the new retail mode,consumers can also experience supporting services offline after purchasing goods online,which has a great impact on consumers’ purchasing habits.In the research of this paper,it mainly combed the relevant literature about new retail,marketing strategy and shopping center marketing strategy,and found that there were few research on the application of new retail in shopping center marketing strategy.Therefore,this paper takes Hefei Guoyao Star Dacheng Shopping Center as an example to study the marketing strategy of this project in detail.Using STP theory,4P marketing theory as the theoretical basis,and combining with the interpretation of the connotation of the new retail theory,etc.The article mainly adopts the research methods of literature analysis and questionnaire survey,and conducts a detailed research on the marketing strategy of Hefei Guoyao Star Dacheng Shopping Center under the guidance of modern marketing theory,starting from the theory of new retail.Through the in-depth analysis of the macro environment and industry environment of the project,and the introduction of its own company and the specific situation of the project,the current marketing strategy status and existing problems are analyzed.Through the questionnaire survey,it is found that consumers in Hefei Guoyao Star Dacheng Shopping Center are not satisfied with the marketing methods,promotion and brand awareness.Therefore,the current marketing strategy of Hefei Guoyao Star Dacheng Shopping Center still has some deficiencies.In terms of product strategy,the width of the product portfolio is not enough,and the brand awareness introduced is not high,which affects the investment attraction of stores in the later stage;In terms of price strategy,prices are easily affected by the external market,lacking a scientific pricing system;In terms of channel marketing,online channels and offline channels lack systematic consistency and cooperation,and no omni channel marketing has been formed;In terms of promotion,the promotion strategy lacks pertinence and accuracy,and does not fully apply the advantages of network media platform to the actual operation of shopping centers.Through the above analysis,the market segmentation,target market and market positioning in the marketing strategy of the project are adjusted under the new retail background.Implement diversified product strategy,scientific price strategy,omni channel marketing strategy and efficient promotion strategy.At the same time,in order to ensure the efficient implementation of marketing strategies,targeted safeguard measures are proposed from the aspects of corporate culture,human resources,information resources,financial and security risks.With a view to improving the comprehensive competitiveness of Hefei Guoyao Star Dacheng Shopping Center in the shopping center of Hefei Business District to a greater extent,applying the new retail business model to attract more consumers and improve economic efficiency,it can also promote the economic development of Hefei to a certain extent and form a better linkage effect. |
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