Research On The Development Strategy Of The Hainan H Duty-free Shopping Center

To promote the construction of Hainan International Tourism Island,in March 24,2011,approved by the State Council,the Ministry of Finance issued?On the Hainan Islands passenger duty-free shopping policy pilot notice?.Since then,Hainan became the fourth implementation of the offshore duty-free policy region,after the Okinawa island of Japan,the Jeju Island of South Korea,and Matsu,Kinmen of Taiwan.Thanks to the policy bonus,as one of the main business of offshore duty-free policy,Hainan H duty-free shopping center has made considerable development.But in the environment of Hainan international tourism island construction and the severe economic situation at home and abroad,Hainan H duty-free shopping center is also facing multiple opportunities and challenges.It is an important task for H to pay attention to how to manage the enterprise and how to make the development strategy matching with it so as to build the core competence of the enterprise.In this paper,literature analysis,field research,interviews and other research methods are all used to study the status of domestic and foreign offshore duty-free policy and to make in-depth analysis of the development status of Hainan H duty-free shopping center.The main contents of opportunities,threats,internal strengths,weaknesses,and development strategies in the external environment of enterprises are studied.Hainan H duty-free shopping center has outstanding duty-free sales,which stimulates the development of the tourism market in Hainan.In the external environment,the construction of the international tourism island promotes the Hainan tourism market into the fast track of development.But there are also threats to the sustainable growth of outbound tourism,more restrictive policy conditions and the strong development of competitors.Hainan H duty-free shopping center has state-owned enterprises background and it may mobilize a wide range of resources,it has internal advantages.Although there are extensive operational management,weak marketing,poor shopping experience and other issues,its own advantages can be further expanded by making up the short board.In order to form the core competitiveness,this paper puts forward that the differentiation strategy should be taken as the development strategy of Hainan H duty-free shopping center.This paper expounds the concrete connotation of the differentiation strategy:the difference of the business model,the difference of the marketing and the differentiation of the products,and draws up a series of measures for the implementation of the strategy:learning from domestic and foreign well-known tax exempt industry operators' advanced operational management and business philosophy;increasing experiential formats to create a full range of shopping experience and to innovative experiential shopping center business model;comprehensively improving the level of marketing,carrying out various types of marketing activities;improving the efficiency of the supply of duty-free goods,optimizing the commodity structure and the implementation of product differentiation;Offshore duty-free policy to further relax.In this paper,from the macro layout and the details to make the enterprise development strategy,this paper has the guiding significance for the next step in the development of Hainan H duty-free shopping center and development strategy formulation for other tax exempt business operators.