Marketing strategy and accessibility planning of large-scale shopping malls

Abstract

Hong Kong’s shopping malls play an important role in providing shopping experience to local people and tourists. In order to stand out from the competitive market, mall operators have to apply strategic plan to the malls. In this dissertation, Marketing strategy and Accessibility planning of large-scale shopping malls will be explored. In the first part, we will go through related literatures and explore the key elements to achieve the successful of malls. Secondly, on the basis of the case study and the survey research, to inspect the actual strategies applied by the mall operators and to evaluate the level of impacts of the Marketing strategy and Accessibility planning in large scale shopping malls. Finally, the dissertation will provide recommendations for management and operation approaches of large scale mall so as to ensure the strategy result not only meet but exceed customers’ expectation.