Research On The Wanda Urban Complex Operation Model And Its Strategic Optimization

Urban complex, also called HOPSCA in the domestic, refers to a combination ofurban life in commercial, work, housing, hotel, exhibition, conference, catering,entertainment, transportation and so many factors.Since the urban complex first appeared in the1990s in domestic, with thedevelopment of economy and the expansion of the city, urban complex of China’sdevelopment and construction scale expands continually and also presents aprosperous scene.In twenty-five years of development process, Wanda group, with its excellentcorporate culture and the implementation of scientific strategic planning, alwaysadhere to innovation, and actively build enterprise’s core competitiveness and buildthe success urban complex operation mode and create benchmark in the field at thisstage.In order to know the operation mode of Wanda urban complex better and providea reference for enterprise and industry development, this article will discuss thecharacteristic of Wanda urban complex operating mode and its formation using PESTmodel, five-force model, value chain model and SWOT analysis and so on,anddiscuss strategy optimization direction of existing operation mode from the externalenvironment and internal factors changing.Through research, this article gets the following conclusion: For the uniqueoperation mode of Wanda urban complex (including location, getting land, design,development, rental, expansion, and profits in seven aspects), it has significantstrategic characteristics on market positioning, capital operation and brandconstruction. And the formation of its strategic characteristics is related to bothinternally and externally strategic foundation closely. In the process of enterprisedevelopment, Wanda group take the key opportunities and avoid major threats, makefull use of the advantages and overcome the disadvantages, so as to achieve itsstrategic goals and corporate vision. Currently, Wanda urban complex take theadvantages of land acquisition, planning and design, development, construction,industrial expansion, business resources and profit model. According to theseadvantages of commercial resources integration, formed the Wanda corecompetitiveness of the urban complex. Along with the development of the enterprises,the external environment and internal factors will inevitably change. In order tomaintain competitive advantage, Wanda group can optimize through strategicadjustment, corporate governance, organizational structure, human resources,corporate culture and brand construction.