title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾-ÑÐ°Ð·Ð²Ð»ÐµÐºÐ°ÑÐµÐ»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Establish a marketing strategy for shopping mall
Creators: name: ÐÐ¾Ð»Ð¾Ð±Ð¾Ð²Ð°, ÐÐ½Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÐºÐ»Ð¸ÐµÐ½ÑÐºÐ¸Ð¹ Ð¾Ð¿ÑÑ
ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ Ð½ÐµÐ´Ð²Ð¸Ð¶Ð¸Ð¼Ð¾ÑÑÑ
ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾ÑÑÑ
marketing strategy
customer experience
commercial realesate
clientelism

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description: The subject of the graduate qualification work is âEstablish a marketing strategy for a shopping mallâ. This work is dedicated to the development of a new approach to strategic planning using customer experience for a shopping mall. Research objectives: 1. Study the real estate market in St. Petersburg, considering its state, trends, and problems. 2. Study strategic planning, focus on the stages and study the methodology for developing a marketing strategy. 3. Conduct a general analysis of the research object â PIK. 4. Focus on competitors and analyze them, asses the degree of threat, their marketing policy, and their strengths and weaknesses. 5. Analyze the tenants of PIK, their economic traits, and the structure of tenants by category. 6. Conduct a study of a target audience using traditional approaches as well as customer experience. 7. Form long-term guidelines for the development of marketing strategy for PIK. 8. Propose a clear plan for achieving the goals of the strategy and predict the results of the suggested actions. 9. Develop an algorithm for developing a customer-oriented marketing strategy. The study was carried out on the premises of the PIK shopping mall in St. Petersburg. Data on visitors, tenant turnover, and attendance data was derived from here. The following research methods were used in the work: questionnaires and the creation of a CJM map using observation and interviews. As a result, the real estate market and both the external and internal environment of the PIK shopping mall were analyzed. A competitive analysis and an assessment of customer experience were carried out, and a flexible marketing strategy for 2021-2022 was built â adapted to the economic and epidemiological situation. Based on the research, it is proven that the application of a customer-oriented approach benefits the budget and created an additional competitive advantage.