摘 要当前，随着实体经济的不断繁荣和居民生活质量的进一步提高，潍坊市愈来愈多的大型购物中心星罗棋布般遍布大街小巷。同行竞争的白热化使得大型购物中心的发展举步维艰，在当前形势下，传统单一的营销渠道已经不能够适应当前的市场经济状况和营销发展的需要。如何能够让购物中心在竞争愈来愈激烈的市场环境中长足发展，这是值得每一个经营者深思熟虑的问题。本文旨在通过分析潍坊市大型购物中心当前的营销渠道现状和渠道存在的问题，再结合购物中心的实际情况以及相关理论，制定出合理化和科学化的优化方案，增强大型购物中心在潍坊市零售行业的影响力。同时为其他同类企业研究渠道策略提供有效的参考价值。关键词：大型购物中心；营销渠道；优化策略IAbstract With the rapid development of social economy and the improvement of resident income, more and more large shopping centers are springing up all over the streets. The fierce competition among peers makes the development of large shopping centers difficult. In the current situation, the traditional single marketing channel can no longer meet the current market economy and the needs of marketing development. How to make the shopping center in the increasingly competitive market environment to develop, this is worth the careful consideration of every operator. This paper aims to propose a marketing channel optimization plan for weifang large shopping centers by analyzing the current marketing status and existing problems of weifang large shopping centers, combining with the actual situation of shopping centers and relevant theories. It is hoped that through the study of this program, effective channel rectification strategies can be put forward for major shopping centers in China, so as to enhance their competitiveness in the retail industry. At the same time, it provides effective reference for other similar enterprises to study channel strategy.Key words: large shopping centers；Marke...
