| Chinese is lighting products production and consumption country, in the country. Two-thirds of lighting products are sold through the professional lighting malls. The lighting malls are not very long time. The market of lighting is not quite mature but under fierce competition. Most lighting malls have the problems of overcharging and low service quality when providing products and services, and these problems have affected consumers’ satisfaction and have become obstacles for the healthy development of the industry to a certain degree.Innovative management strategy for the research of Shanghai Lighting Mall, to avoid problems that exist in the current lighting market and provide more excellent and satisfactory service to customers, thus to help achieve a win-win goal between the market and customers. This paper analyzes framework and tools through the Blue Ocean Strategy, reconstructs the strategic orientation of Shanghai Lighting Mall, analyzes the bottlenecks during strategy execution process and puts forward proper strategies. After the research, we thought that the Blue Ocean Strategy theory has good reference value in analyzing, developing and implementing the future development strategic position of the professional lighting market.This paper mainly uses Potter "five forces" and the SWOT analysis tool for the Shanghai light industry professional market present situation and Shanghai Lighting Mall opportunities, threats, advantages and disadvantages are analyzed, through the investigation of Shanghai lighting professional market, summarized the value element industry, the use of blue ocean strategy "Remove-Decrease-Increase-Create" coordinate grid tools, the study of value innovation in Shanghai Lighting Mall, by rendering strategy layout, Shanghai Lighting Mall on business innovation strategy, bottleneck analysis in the implementation of the strategy and put forward the suitable strategies. |
