The SCITECH PLAZA Research Of Competition Strategy

Scitech Plaza is a Beijing old shopping center with a history of more than 20 years of development, once was a representative of the high-end shopping in Beijing, is a leader in the business.Common in recent years, the retail industry is faced with a variety of pressure, competition is intense, including:the pressure of the rising costs, the impact of electronic commerce, the threat of the stores and in the same industry competition. Set on the one hand, in the retail industry will inevitably face the challenge, on the other hand set itself in recent years due to a variety of factors, not actively adjust the response to market changes, leading to decline in operating performance, losing customers, brand competitiveness decline, internal employee dissatisfaction, serious problems rising operating costs, and so on.This article through to Scitech Plaza comprehensive description of the internal and external environment, using the SWOT model, divide the set of strengths, weaknesses, opportunities and challenges, and thus puts forward Scitech Plaza competition show target and implementation plan, by contrast, ultimately determine the specific measures of the implementation of the strategy.Full-text is divided into seven parts. Stated in the first part simply introduces the Scitech Plaza development course, analyzed Scitech Plaza’s retail sector faces various competitive pressure; The second part is the theory review, enumerates the retail sector and one of the most famous five kinds of theories, the most common model of porter five competition strategy field, as well as the domestic the most commonly used SWOT analysis of the competitive strategy model, also some simple introduction to domestic research for the shopping center point; Third part for Scitech Plaza external environment analysis, this chapter in this paper from China’s macroeconomic environment and environment, Beijing grocery retail industry is three levels, layers of in-depth, focusing effect Scitech ’s external environment, focus on the analysis of the structure of Scitech Plaza consumers; Chapter iv for Scitech Plaza internal environment analysis, it contains a set of business goods, shopping environment and service characteristics, sales, and human resources, etc.; The fifth part is to take the SWOT model analysis and setting up a set of competitive strategy, will be divided into before the internal and external environment of the strengths, weaknesses, opportunities, challenges, and selected by the analysis of the strategic guiding ideology and goals, then put forward the feasibility strategy; The sixth part puts forward the Scitech Plaza specific competitive strategy should be implemented, including the content and layout, scientific design stores, strengthen talent management, adjust the organization structure, establishing the information management system, change the marketing model, integration of media resources, strict cost control, make enterprise culture on the cover of the eight content; Full text the last part is conclusion.