STRATEGIES OF SHOPPING CENTERS IN UKRAINE

In the article we held a study of strategies which are applied by shopping centers on the market of Ukraine. We analysied the definition of the shopping mall and implemented our own interpretation. We considerd the peculiarities of strategies formation by domestic trade and entertainment centers. We defined marketing strategy for growth. To increase sales, profits, and scale of its activities - shopping malls are using marketing strategy expansion of integrative growth. Trading networks use growth strategy of diversification. Network shopping centers applied a growth strategy, namely the strategy of market development. Local shopping centers used marketing strategy of product differentiation. A small portion of shopping centers applies the strategy of prestigious prices, other shopping centers of Ukraine work for visitors with middle income and use the strategy of target prices or target profit.