Research On Marketing Strategy Optimization Of S Neighborhood Business Center In Nanjing

With the continuous growth of national economy,the per capita income of residents continues to improve,and the consumption concept of residents is changing day by day.Community residents pay more and more attention to the quality of life,different levels of consumers have different consumption concepts,they pay more attention to the self-awareness of consumption,love better experience of shopping,more attention to improve the spiritual demand of consumption mode.The continuous improvement of living standard and material consumption level of residents also promotes the continuous development of domestic commerce.Different types and different areas of commercial entities and commercial centers are rapidly constructed and developed.The national urban commercial area has reached an average of 1 square per two people by 2018.The disordered development of commerce makes a large number of urban commercial centers surplus,and regional commercial complex tends to be saturated.Now real estate developers and commercial operators are basically turning to community level neighborhood commercial centers.The last kilometer of consumption area of residents’ door is being developed in full swing.But the neighborhood business in the community has been basically developed from the stall along the street,the night market gate to the shops along the street and the small pedestrian street and the small integrated business.Meanwhile,the nature of real estate companies pursuing interests and the unplanned behavior of commercial development,the traditional neighborhood business can not meet the needs of residents.In this context,the community residents no longer meet the needs of the residents with their houses and simple shopping.Under the influence of national policies,market orientation and Internet mode,the residents’ demands for a better life are comprehensively reflected in daily life,such as the demands of parents and children emotion,family consumption,social emotion,etc.Now,because of the squeeze of urban living space,the development mode of real estate in the past decade has been extremely damaging to neighborhood relationship and community temperature“ Emotional blending is a four word full of attraction.Now,the traders or the team of the business center in the neighborhood should give the four words of community neighborhood some emotion and integrate into the spiritual demands.And for the residents,the community life with emotion is a happy life.In the process of making the marketing strategy of neighborhood center,how to let consumers participate in the market together,and get emotional exchange,high-end experience and meet spiritual needs in the consumption situation of neighborhood commercial center are the most important points and methods in neighborhood business or neighborhood business marketing.This paper defines the neighborhood business center based on the collection of a large number of literature.And on the spot investigation of the real case of neighborhood Business Center Nanjing s neighborhood business center.Through the data collection and the questionnaire survey of surrounding residents,community managers and business managers,it is concluded that the neighborhood business center makes certain adjustments in terms of the needs of commercial market planning,business investment promotion and commercial marketing strategy to meet the material and spiritual needs of the surrounding residents.It also enables the neighborhood business center to operate better.Therefore,this paper needs to focus on solving three aspects of the whole marketing strategy process of neighborhood business center.How does one of its neighborhood center businesses do in the initial market segmentation;Second,how to make consumers feel their temperature in the process of business operation of neighborhood center;How to adjust the business of its three neighborhood centers according to the different market and consumers.Nanjing s neighborhood business center is a typical neighborhood business center undergoing adjustment.The analysis goal is to find out the solutions to the above problems,and provide theoretical support and practical samples for the marketing strategy adjustment and optimization of the community neighborhood business center,We also hope to create a more humane and more temperature neighborhood business center to meet the needs of residents’ increasingly "better life".