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沈阳招商·花园城购物中心是沈阳首个多维交通枢纽、站城一体大型综合类商场。沈阳招商·花园城购物中心,从经营理念到经营模式上都大胆的创新,勇于实践。提出了“趣商业”全新理念,以特色餐饮和儿童业态为运营特色,集展示零售、精品服饰、特色餐饮、亲子互动教育、家庭生活等为一体,将打造沈阳首个“趣享悦活”全体验购物中心。本文的目的就是要通过对招商·花园城购物中心项目所处各种环境的综合分析,研究提出招商·花园城购物中心项目的营销组合策略,以助于企业获得更高的销售额,为满足目标消费群体的消费需求提供支持。希望本论文的完成,能对招商·花园城购物中心项目和其他类似的商业类购物中心项目营销策略的制定能提供借鉴的经验。
Shenyang Merchants · Garden City Shopping Center is Shenyang’s first multidimensional transport hub, station city of a large integrated shopping malls. Shenyang Merchants · Garden City Shopping Center, from business philosophy to business models are bold innovation, the courage to practice. Put forward a new concept of “fun business”, featuring specialty catering and children’s formats as its operating characteristics, and integrating retail, boutique clothing, specialty catering, parent-child interaction education and family life, will create Shenyang’s first “enjoyment Yue live ”full experience shopping center. The purpose of this paper is to study and propose the marketing combination strategy of China Merchants · Garden City Shopping Mall Project through the comprehensive analysis of various environments in the project of China Merchants · Garden City Mall to help enterprises to achieve higher sales volume, Target consumer groups to support consumer demand. Hopefully, the completion of this paper can provide some reference for the formulation of marketing strategies of China Merchants · Garden City Mall and other similar commercial shopping mall projects.