Research On The Competitive Strategy Of Shajing TH Department Store In Shenzhen

Shenzhen as a frontier of China’s reform and opening up, after the reform and open policy, the economy has been in a period of rapid development. ShaJing TH department store of ShenZhen become the pacemaker in the Shajing area after ten years operation, with the rapid economic development of Shenzhen. But with the rise of emerging industry states a variety of retail industry, coupled with the impact of e-commerce, in 2010 after the Shenzhen Shajing shopping center TH growth rate has been greatly affected, the scale of growth has also been a certain very limited. Facing the fierce competition in the industry, need to carry on systematic research to the future development of Shenzhen manhole TH mall, set up a set of effective solution. This paper aims to analyze Shajing TH department store of Shenzhen shopping strategic choice, as the manhole TH mall future development direction.In this paper, the integrated use of the enterprise strategic management theory, theories of competitive strategy, PEST analysis tools, Potter’s five forces model and SWOT analysis theory, by using the method of literature reading, typical investigation, empirical analysis, through the analysis of the current situation of the development of Shenzhen manhole TH mall, use the analysis method of combination of qualitative and quantitative analysis, the application of the PEST method as a tool analysis of the macro environment, Shenzhen manhole TH mall, combined with the analysis of the internal environment of manhole TH shopping mall, found the internal problems, followed by SWOT analysis and comprehensive analysis method to obtain advantages, disadvantages, opportunities and challenges of Shenzhen sand wells TH mall, proposed the strategic choice of Shenzhen manhole TH mall business development, further optimization is presented the strategic scheme of Shenzhen manhole TH mall development. Finally, put forward the implementation strategy of Shenzhen manhole TH mall.Shenzhen Shajing TH strategic environmental field is facing both opportunities and challenges, and it has its own strength in the resources and competence, should take the road of diversified economy in retail industry, and by accelerating business innovation, the implementation of lean management, enhance the level of information, strengthen the management of human resources and carry out cultural marketing strategy measures implement, after 3-5 years of development, and strive to make the company into a prominent main business in many types of common development, large service integrated shopping mall set business flow, logistics, capital flow, information flow integration.