浅析大型商场效益滑坡——以麦凯乐商场为例摘要伴随电子商务的不断发展，对我国传统零售行业带来了巨大的冲击，让零售行业面临巨大的行业发展压力，2020年新冠疫情爆发，大部分企业利润急速下滑。目前我国电子商务行业仍处于稳定的增长过程中，传统零售行业压力与日俱增。大型商场是传统零售重要的组成部分，近年来我国大型商场营业收入下滑严重，许多商场濒临倒闭，抛出电子商务的竞争因素，与商场自身经营管理情况也存在直接的联系。课题研究由此出发，基于我国大型商场经营现状，深入分析研究大型商场出现效益滑坡的原因，并基于现阶段市场形势，从产品、价格、促销、渠道等四个角度提出对应的优化策略，为大型商场的发展提供指导和借鉴。关键词：零售业；营销策略；大数据IABSTRACTWiththecontinuousdevelopmentofe-commerce,China'straditionalretailindustryhasbroughtahugeimpact,sothattheretailindustryisfacinghugepressureofindustrydevelopment,profitgrowthsloweddown.Atpresent,China'se-commerceindustryisstillintheprocessofsteadygrowth,andthepressureoftraditionalretailindustryisincreasingdaybyday.Largescaleshoppingmallsareanimportantpartoftraditionalretail.Inrecentyears,thebusinessincomeoflarge-scaleshoppingmallsinChinahasdeclinedseriously.Manyshoppingmallsareonthevergeofbankruptcy.Thecompetitivefactorsofe-commercearealsodirectlyrelatedtotheoperationandmanagementofshoppingmalls.Fromthispointofview,basedonthecurrentsituationoflargeshoppingmallsinChina,thispaperdeeplyanalyzesthereasonsforthedeclineofefficiencyinlargeshoppingmalls,andbasedonthecurrentmarketsituation,putsforwardcorrespondingoptimizationstrategiesfromfouraspectsofproduct,price,promotionandchannel,soastoprovideguidanceandreferenceforthedevelopmentoflargeshoppingmalls.Keywords：Retailindustry;marketingstrategy;bigdataII目录第1章大型商场效益滑坡分析.................................................................................................................................11.1麦凯乐商场简介...............................................................................................................................................11.2麦凯乐商场运行状况分析...............................................................................................................................11.2.1销售情况分析...........................................................................................................................................11.2.3客流量及客单价分析...............................................................................................................................31.3效益滑坡问题分析..........................................................................................................................................41.3.1营销活动较少...........................................................................................................................................41.3.2顾客流失严重...........................................................................................................................................41.3.3品牌入驻不足...........................................................................................................................................41.3.4商圈吸引力下降.......................................................................................................................................4第2章大型商场效益滑坡的思考与优化策略....................................................................................
