The Study Of Sunrise Shopping Center's Competitive Strategy

Dalian Sunrise Shopping Center is such a company whose dominant product is media and low brand . Because of the mushroom of the new retail format, the market circumstances have changed from demand exceeding supply to oversupply. The competition is becoming more and fiercer and the price always keeps low. Dalian Sunrise Shopping Center confronts a critical juncture. In order to survive in such an environment, and then make a strategic reaction. This essay proceeds with current situation, uses strategic management theory, enterprise's resource theory, enterprise's value theory, enterprise's key ability theory, marketing theory, performance management theory, etc., combines the era characteristic, discusses the promotion the strategic management idea in enterprises, and implements the effective competitive strategy. Through investigating and studying Dalian Sunrise Shopping Center' sinner and outer environment, I select differentiation strategy that is suitable for his inner and outer environment and can bring about sustainable competitive advantage, formulate Dalian Sunrise Shopping Center's strategic objectives. Then I study some related issues about differentiation strategy implementation such as functional strategy, organizational culture, forked road of the differentiation, and strategic flexibility. I put forward some suggestions on how to implement the differentiation strategy and how to create and sustain competitive advantage in this paper.