Operations Strategic Research Of Shandong YZ Company Group

Shandong YZ Company Group is the key enterprise group which is mainly supported and developed by the provincial government, and this enterprise operates in the retail industry as its main business. The business includes: department stores, shopping centres, supermarkets, Home Furnishing, auto, tourism etc.. Since it was founded in the year of 1996, YZ Company Group has been in a leading position in the industry of the whole province. In recent years, by the rapid development of the situation in our nation’s retailing industry, the markets is constantly under subdivision and deepened, and commercial real estate combines the retailing industry and the real estate together closely,gradually turns to be the main force of real estate industry and can promote the development of the market economy. As a new form of commercial real estate, Urban Commercial Complex has gradually taken place of department store to be the main form of commercial real estate. In view of the prospects for the development of this kind of urban commercial complex and the huge consumption potential in Shandong Area, every large-scale commercial real estate developers have moved into Shandong to grasp the market margins. In the provincial capital Jinan, there is not only local commercial real estate brand such as YZ Shopping Centre of YZ Group and GH Shopping Centre etc., but also national commercial real estate brand WD Plaza Jinan, HL Plaza etc..This paper takes YZ Group’s operation strategy as the research object, analyse how to stand up in the fierce competition. Firstly, through the study of the developing history of YZ Group and understanding of local commercial environment and potential demand of consumer, therefore makes a theoretical conclusion to development and trend of Shandong YZ Group. Secondly, current operation strategy of YZ Group is analyzed deeply, in order to establish and provide a theoretical basis for the other enterprises. At present, the form of operation in YZ and other same kind enterprises are gradually changing from the single type of format to combination of multiple forms, and it grows explosively on quantity.However, compared with western enterprises in the same industry, YZ and other domestic companies still have hysteresis at a large extent, for example how to determine the target groups accurately, how to survive in competitive differentiation, how to achieve brand operation through analysis of marketing and so on. Hoping through the study and research from this dissertation, it can bring some meaning and thoughts for the healthy development of Shandong YZ Group and other enterprises in the same industry.