The Research Of East Nanjing Road Commercial District Construction And Development Based On Government Participation

A prosperous and flourishing commercial district is the symbol of highlydeveloped civilization and economy of a city and a region. Most of the worldfamous international metropolis have its own world famous commercial district.The construction and development of the commercial district, can promotebusiness, tourism of a region, it also can develop and spread the region’s culture.Shanghai has the goal for "four center" and to build a modern internationalmetropolis, to reach this goal, a world first-class commercial district is necessary.East Nanjing Road commercial district has such potential to be one.Although East Nanjing road commercial district has a good historicalinheritance and development foundation, its’ development also be challenged bymany aspects such as other commercial district, the community commercial,network shopping, etc. This research is concern about the construction anddevelopment of East Nanjing Road commercial district based on governmentparticipation. At first, the author make theoretical analyses with the governmentparticipation of commercial development related theories, such as market failuretheory, government failure theory, retail commercial district theory, price of landtheory, and summarizes some universal rules of the construction of thecommercial district based on government participation. Based on the analysis ofthe formation background and current situation of the East Nanjing Road commercial district, this research use SWOT method to analysis its competitiveadvantages and disadvantages, opportunities and challenges, based on itsinternal and external environment. Then, this research gives some suggestions ofspecific measures about how government participate the construction anddevelopment of East Nanjing Road commercial district based on the summary ofall-round analysis,which is through some case studies of famous commercialdistrict construction such as the Wangfujing Street, Champs-elysees Street, TheFifth Avenue, Oxford Street. Hope this research could provide some referencesfor East Nanjing Road commercial district to build a world class commercialdistrict.