Análisis de las estrategias de diferenciación y posicionamiento de los centros comerciales planificados como formatos de distribución

Abstract

Planned shopping centres as distribution form have achieved a very important level of development in our country. Also, the increasing number of operating shopping centres is creating a growing level of competition. Thus, this paper pretends a general approach to the current situation of the shopping centre form, focusing that approach more precisely in the Historic Territory of Biscay. The main objective of the investigation is the analysis of the differentiation and positioning strategies of planned shopping centres; also, and directly related, the investigation is focused on different aspects of the marketing management area. A review of the more relevant academic literature developed in recent years related to the objectives of the study has been undertaken. In the same way, an empiric qualitative research has been undertaken in order to define relevant aspects of the centres´ marketing management; the results of the qualitative research show two main lines of differentiation and positioning: these lines are the ones based on two factors: �proximity� and �mall full of life and activity�