The Marketing Strategy behind the Continuous High Performance of Nanjing Deji Plaza

Abstract

With the rapid development of the times, people's quality of life has generally taken a qualitative leap, and their requirements for quality of life are also getting higher and higher. Luxury goods have become a pursuit for quality of life for many people, and many first-line luxury brands will choose shopping malls with superior geographical locations to enter offline flagship stores to maximize their total revenue. How those stores attract high-end brands and what marketing methods they use to maximize their total income is a question worth studying. The report takes Nanjing Deji Plaza as an example. It uses case analysis to analyze the marketing methods of the mall from the internal and external environment, core concept and positioning of the mall, store product strategy and introduction selection, and consumer psychology, and gives some relevant marketing suggestions. Shopping malls attract consumers by many factors, in terms of the environment, which can continue to maintain a height consistent with the positioning of the shopping mall. In the event of damage to the facilities, it should be dealt with promptly to avoid affecting consumer experience. As an independent individual, the concept positioning of the shopping mall should keep up with the pace of the times, always grasp the current needs of consumers, and advocate life concepts to make corresponding adjustments to various details of the shopping mall.