Study On The Strategy Of Yipintianxia The Characteristic Commercial Street

The reconstruction of such commercial streets as Wangfujing in Beijing, Nanjing Road in Shanghai and Chunxi Road in Chengdu gives rise to a subsequent rebuilding fever in different districts of Chengdu City. However, it needs to be noted that successful achievement of a goal can not violate the rules of social and economic development. Comprehensive studies should be carried out before a commercial street project is launched, including the survey of the existent commercial streets, the analysis of practical needs, the possibilities that might occur and the process of construction.Yipin Tianxia is a commercial street forged by the Jinniu District Government. In order to promote its development, this paper first explores three factors from a macroscopic perspective, namely, economic factors, political and legal factors, and social and cultural factors. Then the paper focuses on the examination of factors within this industry by employing Michael Porter's Five Forces Model: rivalry, treat of substitute, threat of entry, buyer power and supplier power. In conclusion, SWOT is adopted to analyze the opportunities, threats, advantages and disadvantages of Yipin Tianxia so as to draw up a strategy for its development. The specific steps taken to implement this strategy is also put forward.