The Study On Transboundary Transformation Development Of Wanda Group Under The Changing Market

With the development of market economy environment and information technology, the consumer’s demand is more personalized and compound, the market competition also turns to intense and changeable, especially, the rapid popularization of mobile Internet changed the whole market pattern rapidly. As the main body of market, Enterprises plays an extremely important role in social economy, the changing of market environment forced enterprise operate with the trend, transformation become enterprise’s(especially the traditional enterprise) inevitably choice, Transboundary has become the main transformation form in future development trend.Upon the background, this article choose Wanda Group as the research object, which is the representative enterprise in the field of trans-boundary transformation, and by comprehensive analysis of this enterprise’s trans-boundary transformation, the development advantages, development path and probably risk was pointed out, and then providing reference for other traditional enterprise’s transboundary transformation.This article has a total of eight chapters, mainly divides into introduction, theoretical research, main body analysis, related conclusion four parts:The first part is introduction, including the content of the first chapter, mainly pointed out the breakthrough point which is about transboundary transformation, and the realistic background of Wanda Group researching, and then introduced the research significance, research methods, technical framework, and innovation.The second part is the oretical research, including the second and third chapters, based on management’s profound theoretical foundation and literature research both at home and abroad, at first definition trans-boundary and transformation, and the judging standard of transboundary transformation are pointed out. And then researching the current of enterprise’s trans-boundary and transformation, analyzing the characteristics and performance of transboundary transformation, and then analysis the motivation of trans-boundary transformation from external factors such as economy, environment, technology, demand and internal factors such as development space of entrepreneurship, enterprise competition, enterprise development mode. proposing the main implementation approach, that is regarding the enterprise as main body, the consumer as audience, realizing industrial convergence.The third part is the main analysis, including the fourth chapter to the seventh chapter; it is also the core part of this article. Specifically, this article takes Dalian Wanda Group as an example, dividing it’s development into three stages, respectively for the business format trans-boundary, industry transboundary, O2 O two-way trans-boundary, among the commercial format transboundary promote Wanda commercial real estate development, industrial transboundary reflect in Wanda cultural tourism sector development, O2 O two-way transboundary is the main method of Wanda Group’s convergence of online and offline business. Then describe the strategic choice of the enterprise from personnel, organization, management, competition and then eight aspects, put forward the whole industry chain model which is "commercial industry chain + film and television industry chain + tourism industry chain" and the development path which is "Simplifying- multiple- diversification". Finally trans boundary transformation risks are analyzed from the aspects of scale, capital, competition, management, etc. and take the central cultural district in Wuhan as an example, points out the exciting problems which is come from local characteristics, product content, architectural design, operation and management, etc. and in the view of possible risks and problems, providing suggestions and thinking.The fourth part is the summary, including the eighth chapter, analysis and summarized the trans-boundary transformation of Wanda group, so as to provide reference for other enterprises’ trans-boundary transformation, at last, pointed out the deficiencies and limitations of this article.