| The 1990s, "a city with a center" is the development of city peremptory mainstream. But as the city of modernization and urbanization become inevitable trend more nuclear development. To market, hotel, apartments, office buildings, entertainment, food and so on many kinds of format combination for the integration of urban complex in the process of modernization in Chinese cities, beginning with exploding continuously produce another new city center. Large Shopping Malls of development in Europe there has been nearly a hundred years of history in China. But at present our country shopping center of knowledge is not enough. We know all kinds of shopping mall has been built, business success is not much, investigate its reason is developers don't quite understand shopping mall features.YZ Shopping Mall Co., LTD. is a commercial real estate development and construction, operation management in a large comprehensive enterprise. Currently in Jinan, Qingdao, Linyi city such as shopping malls to have multiple the central construction project is in operation of more than 100 million square meters. In the face of the fierce market competition, the company of commercial real estate in general grasp now how the living environment and development opportunity, how to select suitable enterprise development strategy beat the competition and maintain competitive advantage has become the most urgent problem to be solved.The purpose of this article is to investigate development strategy and implementation of YZ Shopping Mall. First proposed research background, significance, research methods and logical thinking, the classification, characteristics and development in China of Shopping Mall; Then strategic management theories with detailed analysis of the shopping mall faces YZ internal and external environment. With SWOT analysis the advantages and weaknesses of YZ Shopping Mall, and market competition in opportunities and threats. According to the evaluation results, the company's strategic positioning for:a complete industry chain of shopping mall investment group chain type. The company's strategic described as:as a group on a scale expansion in the retail business support platform, an important foothold province at the same time, in the national domestic insists on providing development strategy, in 5 years to finish the north of Yangtze river important strategic layout of the city; within 10 years to finish domestically important strategic layout of city. The company's overall strategy for:2011-2020, shopping mall in development held or project 30. At the end of the article expounds strategic implements of Shopping Mall, including conduct brand construction guarantee, management innovation, strengthen information construction, to broaden the financing channels, strengthening human resources management and system innovation, and presents the corresponding implementing measures. |
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