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| Autor: | YONG-CHIH HUANG, 黃永志 |
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| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 The main purpose of this research is to discuss about the different positioning strategies of shopping centers with a case study of the Core Pacific City Living Mall (京華城), including its managerial mission and marketing positioning. The structure of the analysis starts with the discussion about the definition of “Living Mall”. Is there any difference between shopping centers and department stores? The article is based on the development trends of the macro economy, consumer purchasing power, and the Core Pacific City Living Mall’s current situation, strength and weakness of the related strategies, market positioning, competitor analysis, and other relative comparisons. It also includes a total strategic planning by evaluating the business strategic goal and managerial mission of the Core Pacific City Living Mall in the Greater Taipei area. First of all, the external and internal environments and the competitors’ positioning strategies are evaluated, in order to find out the opportunity and treat for the Core Pacific City Living Mall. The strength and weakness of the organization in the developing phase can also be found. Secondly, the strategic planning, including strategic thinking and the fundamental competitive strategies are then formed. Finally, the strategy can be executed through the opertions of the business area, the conditions of the stores, consumers and marketing plans. Based on these, the positioning strategy of the shopping center can be seen. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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