| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 103 === China''s current economic and urbanization continued rapid development, to shopping centers with a very broad prospect for development, which many opportunities, not lack of challenge, but more of a trap. The external business environment of shopping mall, there is an invisible terrible opponents - Internet e-commerce, and the other is that many cities have already begun in fully launched for the development of large commercial complex, resulting in too dense commercial network layout, showing a saturation competition phenomenon, once the flow of people to some of the city''s business district become deserted.
This case study - shopping center, for example, the use of industry research reports and company confidential information, use of relevant policy issues - experiential marketing, RBV and sustainable competitive advantage of views and analysis tools to investigate this case – shopping mall how after preparation of the policy, and to further assist in case the company how to adjust the internal key resources, then proposed differentiated and valuable competitive practices and implement programs to cope with the challenges of the whole environment.
This study found that shopping center should integrate internal resources, then to develop and to make practical experience, sightseeing, entertainment, urban marketing, development of cultural and creative diversity of marketing mix models, and finally with a lateral connection to industry, creating profitable cross-industry cooperation. In the external aspect, combined with government resources and local culture, and further integrate neighboring educational resources or allied travel agencies , make a shopping center to become foreign guests, tourists will visit tourist attractions, not only just arrived mall shoppers.
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