Study On The Differentiation Strategy Of Kunming Beichen Shopping Mall

Metro China is the branch of Metro Group in mainland China, who is the world-class giant in the distribution industry mainly provide cash-and-carry distribution service for commercial and professional customers. Metro cash-and-carry as its subordinate, which is distinguished for the cost-saving differentiation mode, guides the development direction of membership shopping mall in the Chinese market. However, with the direct impact of E-commerce and new logistic pattern to economic entity, Metro cash-and-carry must face to a serious challenge since approaching Chinese market for 20 years.The thesis takes differentiation of Metro cash-and-carry Kunming store as research object, studies operation situation of Metro cash-and-carry by using literature research method, observation method and case study method and combining with value chain theory and differentiation theory, and discusses how to utilize original differentiation advantage to realize the sustainable development in the value chain. Make a comprehensive analysis for causes and measures of success of Metro differentiation with case study of Metro cash-and-carry Kunming store, and study the competitive strategy based on the differentiation of Metro cash-and-carry Kunming store.The thesis tries to make an effort and provide a positive practical significance for the future development of Metro Group and entire business entity under the new economic situation by studying Metro characteristics.