Jinan Ginza Shopping Plaza Competitive Strategy

Chinese economy is developing rapidly, retail industry become one of industry developing fast. Giant merchadise store, one new retail type of operation in china, providing all kinds of daily living merchadise and meeting "one stop shopping" expenditure reqirement of customer, obtains widespread approval of city resident and develops fast in eastern region of china and is substituting department store and becoming the most important retail type of operation. Due to the better developing foreground, interal and overseas capital enter giant merchadise store industry thirstily, including the world-level retail enterprise such as wal-mart of USA, carrefour of France and capital of other industry, especially, according to the commitment of entering WTO, china should disengage all kinds of handicaps of foreign retail capital entering Chinese retail industry at the end of 2004, giant merchadise store has reached a brand-new developing phase, and competitive vacancy is spreading to prefecture-level cities and county-level cities which economy is more developed.JiNan silver shopping plaza limited company(silver shopping plaza) is a giant merchadise store enterprise in ShanDong region. Its first branch opened on 3 november 1999 in JiNan city and it owns 6 branches which occupying 140, 000 business square metres. silver shopping plaza is a new regional developing enterprise and its revenue of 2004 is 150 billion YUAN RENMINGBI. Silver shopping plaza is confronting severe threaten of major competitors such as wal-mart, carrefour etc now. Major competitors have resource advantage in enterprise scale, store numbers, information systerm etc, and have stronger competitive capability in lowest cost, silver shopping plaza have native advantage and department store business resource, so silver shopping plaza should select differentiation competitive strategy, amplity its advantage so as to realize the stroger and larger target in ShanDong region. The differentiation competitive strategy of silver shopping plaza including: one is select compound type of operation of giant merchadise store and department store; two islocation of store should lies in downtown of city; three is the income of group of target customer should be medium-high ; four is qulity of merchadise combination is more important; five is standard of shopping envirment and service qulity is higher. To ensure practice the stratgy, silver shopping plaza should upbuild orgnization structure fitting for stratigy, train and arrange staffs to propel practicing of strategy, reshape value chain of enterprise and upbuild enterprise culture to germinate a good envirement, quest strategic associations to gain more resource to promote actualization of strategic target and at last stregthen brand constructure to gain steady basis to practice stractigy 0This thesis analysis systemically enviroment of giant merchadise store industry in ShanDong region, and analysis objectively the resource> capability of silver shopping plaza? This thesis researchs that silver shopping plaza as a new regional enterprise should select what competitive strategy to resist powerful competitors and have sure consulting meaning to internal similar enterprise 0...