Shopping mall marketing plan

1, a mature business environment, long-term development prospects. A mature business environment is a set of the strength of the whole society and after a long period of accumulation, has a very obvious development advantages, it must have the following basic conditions:

◆ well-connected transportation conditions;

◆ Relatively high density of the resident population and the floating population;

◆ Dense commercial outlets and improve the mature function of the complementary nature;

◆ Rich history and history of the city, the city's economy is very rich, but the city's economic growth is also a major factor in the development of the city.

◆Rich historical and cultural precipitation;

◆Long-term market development prospects.

2, situational theme is the soul of modern shopping malls

The development of global society today, has completely broken the barrier between regions and regions, between countries and countries, between the nation and the nation, the expansion of cultural and information exchanges are changing people's mindsets and behaviors all the time, the most obvious result of business is the demand for people to be at the same time. At the same time to meet people's material and living needs, so focus on feelings, focus on experience, focus on people shopping and emotional exchange of interactive situational integrated shopping mall is the inevitable trend of future development. Modern scenario theme malls and traditional department stores, the biggest difference is that the emergence of the scenario theme to change people's shopping environment, changing people's consumer behavior, it brings people a colorful life experience. Modern scenario theme shopping malls sell is a good feeling, a good experience, a good mood, it is more rich in cultural connotation, more interesting, to meet the diversified needs of people in a wider range, so the modern scenario theme shopping malls is an important guarantee of the gathering of people is an important factor of the mall's prosperity.

3, bright business characteristics

Business characteristics is the core essence of the overall image recognition of the mall. In the increasingly competitive business environment, only those with a distinctive image, a strong personality charm of the mall, in order to stand out and become the market leader. Business characteristics of the mall to cultivate, stabilize and expand the market resources of the strong protection, but also the mall rental value and commodity value-added enhancement of the support base.

4, shopping mall positioning to complement the function of the commercial district

The commercial district of the entire commercial network and the commercial circle of the intrinsic relationship is interdependent, mutually supportive of the biological chain of relations, is a glory, a loss of **** the same body relationship. As an individual shopping mall, it must first rely on the business circle, without the support of the business circle there is no basis for its survival. The commercial function of the shopping mall must be complementary to the business district, improve and promote, only so as to promote the prosperity of the entire business district.

5, scientific and reasonable store division and pedestrian flow line design

The scientific and reasonable shopping mall store division is not only to reflect the rich and diverse combination of goods, but also must take into account the practicality and rationality of the businessmen, and at the same time to take into account the independent store and the overall coordination of the shopping mall and the interactivity. The mall's pedestrian flow design is not only the mall's internal traffic and evacuation issues, but more importantly, the mall's internal pedestrian flow and external neighborhoods of the exchange and communication relationship, the fundamental purpose is to maximize the avoidance of shopping malls within the commercial blind spot and the commercial dead zone.

Second, the shopping mall prosperity strategy

1. adhere to the positioning, always new

2, must highlight the theme

3, reasonable design of malls within the traffic flow

4, reasonable business planning, to achieve the flow of people into the flow of money

Third, the prosperous field activities Planning elements

1, refining the differentiation of the mall theme

A good theme is the soul of the mall's survival and development, if a mall has no theme, then the existing mall format or mall features in the refining theme. In terms of the commodity itself, we seem to give consumers the same reason to buy, such as cell phones to provide you with the convenience of communication, soda allows you to quench your thirst, the refrigerator allows you to refrigerate things, etc., but in the competitive market environment, this is far from being enough to become the reason to buy, because the product itself is homogenized, while consumer demand is diversified and personalized, in which case the differentiation has become eternal! Marketing magic. As the product itself is difficult to find substantial differences and achieve greater difficulty (such as involving technology costs, mold costs, etc.), in this case, the refinement of the excellent theme concept has become a concise and effective marketing magic, limited functionality, limited technological breakthroughs, while the consumer's psychological feelings are unlimited.

2. Encourage merchants to vigorously explore the selling point of goods.

The mall as the battlefield, "know yourself and know the enemy, the hundred battles will not be dangerous" this law of war is also applicable to today's commercial war. In today's material abundance, consumer demand is basically satisfied, but the market is vast, as long as you look carefully, you will be able to find opportunities. We need to conduct adequate `market research, through the main competitors of the gap, looking for consumer groups in the consumer demand is not satisfied, or with the changing situation has become insufficient consumer demand. How to explore the selling points of the goods? It can be through the following ways as an entry point.

◆ From the advantages of the products themselves.

◆ From the authority of the goods.

◆ From the functional utility of the commodity.

3, efforts to change the internal business environment of the mall

According to the research of the people concerned, customers in the shopping mall shopping time is generally no more than 3 hours, more than 3 hours customers will feel very tired. According to the results of this study, in order to enable customers to stay in the mall for a longer period of time, you can set up in the mall in the appropriate places of leisure chairs and green plants bonsai, so that customers can get enough rest and pleasing to the eye at the same time as the shopping experience.

4, the implementation of differentiated marketing and promotional tools

In today's shopping malls, prices, product quality is increasingly homogeneous conditions, price cuts are not a good move, customers are interested in the credibility of the shopping malls and shopping malls in the process of purchasing how to provide services. Therefore, the mall should not only focus on the price, but should be considered in a comprehensive manner, the implementation of differentiated marketing and personalized promotions, in order to truly impress the customer's heart.

Fourth, the use of holidays and special periods

With the implementation of double holiday system in 1996 and last year to increase the number of legal holidays since the holidays have reached 114 days a year. The increase in the number of holidays has stimulated the development of the holiday economy. Generally speaking, the turnover of shopping malls on holidays is more than double that of normal days. Some shopping malls even double holiday sales than the usual five days of sales more, this is the so-called "2>5" effect. Undoubtedly, the atmosphere of the holidays stimulate people's desire to consume and impulse, shopping malls is to seize this favorable opportunity to play the promotional card, and thus expect to produce "2>5" effect. However, in the many holiday

day promotions also appeared in disharmony, some shopping malls hold "while the holiday hard to earn a" mentality, the usual backlog of goods when the genuine goods to sell or come to an oddity, take the opportunity to raise prices, there are also shopping malls in the holiday price cuts discounts big promotions, or in the name of the discounts, in fact, to raise the price. Such a holiday promotion, in fact, is a rip-off promotion, long-term, and ultimately will send the life of the holiday market.

Customers shopping on holidays is more impulsive, emotional type of purchase. The things purchased are mostly holiday gifts, decorations, personalized things. Therefore, the mall should be based on the different characteristics of the holidays to provide personalized and special services, more humane care, less similar promotions; more sincerity, less false sentiment. Only in this way, it may produce "2>5" effect.

Special periods such as the World Cup or the Olympic Games, shopping malls can also be seized during this special period of people's warm attention to the attitude of the sports program for effective promotion. For example, in the shopping mall on the big screen live or broadcast broadcast broadcast sports, so as to attract people flow, network gathering popularity.

Fifth, the theme of the event planning:

1, the Dragon Boat Festival beautiful rice dumplings, shopping full of gifts

Dragon Boat Festival, the day of the chain of supermarkets in a one-time purchase of less than 55 yuan, you can with the computer ticket to the service center to receive free beautiful rice dumplings, each store is limited to 300, limited in number, while supplies last.

2, shopping sweepstakes

Every day, the first ten in the mall in any store to buy goods at one time for more than ￥ 100

(including 100 yuan), with the day of the store shopping ticket (must be stamped with the special seal of the store) and the purchased goods to the shopping mall desk, the desk to confirm the correctness of the gift can be received a corresponding value. If the shopping amount reaches a certain amount, you can also participate in the lucky draw.

Gift set:

First Prize: a high-grade rice cooker;

Second Prize: men's or women's exquisite watch;

Third Prize: the United States of America, a desktop fan;

Description:

(1), the day of the shopping pioneer of the first ten shopping consumption to shopping malls after the service desk to cash the gifts of the order of priority;

(2), the value of self-selected gifts in excess of the value of the gift should be given, the excess is borne by the customer;

(3), × × × × × company has the final right to interpret this activity.

3, Sunday giveaway

A week in the mall cumulative shopping for more than 1,000 yuan of consumers, will be sent to the mall desk a shopping coupon valued at 200 yuan, more shopping, never empty. Activity rules:

(1), during the activity period, the shopping coupons are distributed once a week, every Sunday during business hours can be distributed;

(2), during the activity period, please be sure to keep the customer shopping ticket, a total of up to 1,000 yuan within a week can be received shopping coupons;

(3), shopping coupons are marked with the use of the validity of the coupon, expired as invalid;

(4), shopping coupons are marked with a validity period, expired as invalid. (4), the shopping coupon is only for use in the mall, and can not be used for cash, return and exchange purposes.

4, crazy shopping gifts, Sanya travel waiting for you!

During the activity period, please be sure to keep the customer shopping tickets, in each month 28 - 31 days during the submission of January shopping tickets to the mall desk, the mall desk will be on the customer's consumption in the month for statistics and rankings, ranked in the first will be a free gift of Sanya tour (can bring a friend or relative).

Description:

(1), because the customer reasons to give up the tour, the mall no longer pay any fees;

(2), the customer voluntarily will be transferred to other people's travel qualifications, subject to the consent of the mall;

(3), the customer to bring more than one friend or family member, it will be paid for over the cost of.

5, a card in hand, discounts without worry!

Customers with a one-time purchase of × yuan, are available with an ID card plus × yuan for the cost of a membership card, a limited number of first-come-first-served.

Description of activities:

1, with a membership card can get the mall membership, you can enjoy special discounts on some products;

2, for the already discounted, special-priced goods or clear non-discounted counters, no discount;

3, × × × the company has the right to change at any time or to terminate the use of the card, and at the same time and retains the interpretation of the rights and interests of the members of the right

6, Singing Star Grand Prix

(1), in the relevant news media advertisements, posted outside the shopping mall or the use of electronic screens to publish competition announcements;

(2), if necessary, to invite the city's famous singers to the scene to help celebrate;

(3), mobilized the shopping mall is willing to contribute to the merchants of the exclusive or co-sponsorship of the competition of all the costs incurred;

(4), the contest allows sponsors to distribute leaflets, information or other activities that do not affect the contest organization;

(5), the contest site to the sponsor to promote the name of the way;

(6), the current singing champion for the sponsor's image of the goods endorsement.