| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 103 === Since 2008, when the macroeconomic environment changed, many shopping malls have been confronted with slow business growth, profit decline, unclear strategic positioning, homogenization and other issues; some even went out of business due to poor operation. What’s worse, the rapid development of E-Commerce has had certain impact to the shopping malls. The future of shopping malls is challenging and therefore, its business positioning and strategies must be changed accordingly. The survival of the shopping malls in the future will be based on the principle of accurately mastering the consumer behaviors of the business area, integrating with adequate clusters of brands and establishing customer’s loyalty. This article studies, in particular, through existing resources and experiences, how the shopping malls master the site conditions of the business area and site environment and thus work out creative policies on business positioning and operation strategies.
Exemplified by Famos Square as a successful case, this article examines its entire process of creation and development, including overall shop planning and positioning, as well as analysis of business strategy, commodity structure, management strategy and marketing strategy. Through supplier interviews, it aims to understand supplier’s evaluation on various aspects of the plaza, including management, marketing, service and future outlook. With the consumers as the research subject and by way of questionnaires, this study helps understand consumer’s characteristics, behavioral analysis, their satisfaction to the plaza and their opinions on promotional activities. In view of aforementioned analysis, the research framework is thusly confirmed.
The research set out to define the core concept of shopping business by determining the business area, and then studies consumer behaviors (effective business area, brand management, Porter's Five Forces Model, SWOT analysis, business strategy theory) as the basic theoretical explanation and finally obtains conclusions and outlooks on this study. The conclusion focuses on that different business area where the shopping malls are located determines the business positioning and thus corresponds to different population structure and consumption capacity. Worthy of mention is that marketing strategy is not a single strategy but a portfolio of strategies, mainly including market positioning strategy, commodity category and brand mix strategy, pricing strategy and promotional strategy.
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