Study On The Attractiveness Promotion Of YT Shopping Mall

In recent years,most of the main urban shopping centers in China have entered the era of stock competition,with serious homogenization.At the same time,the rapid development of e-commerce industry and the long-term impact of the coronavirus epidemic have had a major impact on offline shopping centers.How to maintain the attractiveness of shopping centers has become a topic of close attention by managers.YT shopping mall is located in East China.In recent two years,the customers flow,annual sales performance and average annual sales per square meter are all lagging behind the surrounding competitors,and there are significant problems in the attractiveness of shopping center.How to find out the main problems that affect the attractiveness of YT shopping mall and put forward scientific and reasonable attractiveness promotion schemes has become the primary problem that YT shopping mall needs to face.This paper studies 28 relevant literatures and concludes that the factors that affect the attractiveness of shopping centers are functional impression,leisure and entertainment impression,environmental impression and convenience impression.According to the interview with industry experts,YT shopping mall has problems in functional impression,environmental impression and convenience impression.Through the descriptive statistics and decision tree classification analysis of YT shopping mall’s sales data in 2021,the optimization and promotion scheme of store brand grade is put forward.The text analysis method is used to analyze the comment data of Dian Ping,and prepare the basement environment improvement scheme,the parking inconvenience improvement scheme and the elevator convenience optimization scheme.To sum up,based on mature theories,this paper explores the attractiveness of shopping centers through expert interviews,and uses quantitative analysis methods to put forward scientific and reasonable attractiveness promotion schemes.This study provides a new idea and method for the research on the attractiveness of domestic shopping centers,and has certain reference significance.