Changsha Rainbow Department Store Transformation Community Shopping Center Research

In the Chinese retail industry,the department stores have been occupying the important position of the traditional pattern.However,in recent years,the domestic retail industry not only increasingly decadent,but the problems outside the storm.Outside the storm mainly manifested as: sales growth weakness filling,declining profit level,the rise of diversified retail formats,the impact of online shopping,business competition continued to upgrade,personnel and rental costs rising.And trapped compared to retail industry worries more let it arrested development:consumers shopping in more and more attention to diversification and experience of today,Department Store Co.,Ltd.business area objectively limits its further development and domestic department stores in the past a long period of time over rely on joint management pattern,thus resulting in the trading of goods and the operational capacity of poor,operating costs rise in declining profit margins,self serious shortage of capacity,domestic department stores thousands of shops side,there is no characteristics.Facing the situation in recent years,beset with troubles internally and externally,to change the traditional department store industry is growing.The Changsha Rainbow Department Store Company the chain corporation as the research object,based on Western retail theory,according to the development background,present situation and trend of China retail industry,the management status,problems and causes analysis of the Changsha Rainbow Department Store Company,using management,marketing,strategic principle,put forward the community the shopping center development strategy Changsha Rainbow Department store,a variety of modes to store + supermarket as the main form of the common development of the community shopping center,community clear positioning,adjust the brand structure,to meet customer needs,timely development of its own brand,innovative holiday promotions,merchandise discounts stable strategic measures to improve store efficiency as the foundation,development through the expansion strategy to enhance the core competitiveness of the.The Changsha Tianhong Department store company transition community shopping center of ideas and measures,not only help in Changsha Tianhong Department Store Company Formation and maintain new core competitive advantage,seeking more business growth,maintain strategic competitiveness in the market and the transformation and development of within the country was similar to that of the traditional retail enterprises have reference value.