Research on Marketing Strategy of Hefei Wanda Plaza

DOI

10.2991/icmess-18.2018.397How to use a DOI?

Keywords

Hefei City; Wanda Plaza; Real Estate; Strategy

Abstract

With the improvement of the living standard, the demand for the service industry is increasing. Wanda created original business model is widely praised in Hefei, and it is well received. The research on the marketing strategy of Wanda Plaza provides reference for the integrated commercial model of other cities. This paper uses the STP theory and the 4P strategy research method to study the transport of Wanda Plaza in Hefei. This paper draws the following conclusions: 1. Hefei Wanda Plaza has a superior geographical position, such as a modern mainstream commercial pedestrian street, and a main entertainment and leisure place for the high education and high income group; 2. The marketing mode of Hefei Wanda Plaza is staircase pricing. According to the needs of different groups for different shops, different prices have been made to satisfy the sense of belonging of customers; 3. Wanda Plaza is mainly dependent on brand advantage. Both its commercial square and bar street depend on brand integration and expand with the rapid economic development in the future.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yan Liu
PY  - 2018/06
DA  - 2018/06
TI  - Research on Marketing Strategy of Hefei Wanda Plaza
BT  - Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)
PB  - Atlantis Press
SP  - 1785
EP  - 1788
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-18.2018.397
DO  - 10.2991/icmess-18.2018.397
ID  - Liu2018/06
ER  -