摘 要购物中心作为人们生活方式的引领者，在消费升级的背景下，正面临着新的挑战。近年来，我国购物中心飞速发展，飞速发展的同时国内学者发现存在一些问题。比如：规模和营销跟上了时代，但是定位不清楚，同质化严重。大多数购物中心品牌配置类似，无法让消费者产生记忆点，觉得去哪里都是一样的。这体现出购物中心精准定位的重要性，只有确定目标消费者并找到其所需要的品牌，才能在竞争中获得胜利。本文通过案例分析法，进行了针对茂业天地年轻消费者的购物中心品牌研究。目前年轻消费者的市场比重正在不断增加，他们注重品质生活，超前消费也远超其他消费者，成为消费的主力军，购物中心的品牌升级必然要围绕他们进行。而想要打破同质化现象，也需要通过品牌来体现差异性，同时品牌价值也会体现购物中心的竞争力。先分析年轻消费者的偏好，需求，再围绕品牌与购物中心之间的关系，购物中心对品牌选择的基本要求进行讨论。剖析了太原茂业天地购物中心的现状，找到其存在的品牌部署问题，再提出相应的对策，从而使得它在品牌调整的过程中更有竞争力，确保它的持续发展。关键词：购物中心；年轻消费者;品牌AbstractAs the leader of people's way of life, shopping malls are facing new challenges in the context of consumption upgrading. In recent years, with the rapid development of shopping centers in China, domestic scholars have found some problems. For example: scale and marketing keep up with the times, but the positioning is not clear, homogenization is serious. Most shopping malls have similar brand configurations that do not allow consumers to produce memory points and feel the same everywhere they go. This reflects the importance of accurate positioning of shopping malls, only to identify the target consumers and find the brand they need to win the competition. This article through the case analysis method, has carried on the shopping center brand research to the Maoye Tiandi young consumer. At present, the proportion of young consumers in the market is increasing, they pay attention to quality life,...
