u购物中心营销战略研究工商管理专业论文.docxVIP

U购物中心营销战略研究Research U购物中心营销战略研究 Research On Marketing Strategy Of U Shopping mall Abstract From 201 1，the total growth of shopping mall in Shenyang reaches six million square meters，ranking the first in the world．The number of shopping mall centers to be opened exceeds 100，ranking the second place on global scale．This breaks the supply-demand balance．Shopping malls诵也similar scale but various operation modes spring up like mushrooms．Therefore，how to successfully run a shopping mall becomes the key topic for a management team． Based on relevant marketing theories and references，this thesis comprehensively analyzes the actual conditions of U—type shopping malls with careful verification．The effort aims at developing marketing strategies to build service-oriented companies，enhance overall value and market competitiveness． The first chapter raises questions and meaning of the study on the basis of market competition environment for shopping malls and company basic conditions．It also identifies actual issues encountered in the basic operation and marketing of U—type shopping malls， while smdying the logic path as well．The second chapter introduces the main theories used in developing market strategies．The thjrd chapter first introduces the basic operation and marketing conditions of U-type shopping malls to figure out the advantages and disadvantages of U—type shopping malls．It also helps companies to rely on its strength while avoiding weakness．Chapter four deploys PEST analysis to analyze external environment such as political，economic，social and technological environments．It also use PorterS Five-Force theory to locate existing competitors，potential entrants，customer bargaining power,supplier bargaining power and latent threats． To know competitors ensures success．Chapter four also uses SWOT to look for opportunities，threats，strengths and weakness of U-type shopping malls．Chapter five is a solution chapter in contrast to chapter three and four．Based on the analysis mo