The Research Of Business Format Transformation For Shennan Rainbow Department Store

China's physical retail industry is being affected by multiple channels,such as online,cross industry,foreign companies and a variety of new formats and so on.Meanwhile,Consumers are also in a time of change,up and down of the consumption,new generations of consumers have appeared,which causes the innovation of consumption and industry.In the time of diversified consumption,the market is full of tough competitions.The traditional retail does not follow the trend,and the main domestic retail enterprises,supermarkets as well as department stores are facing the severest crisis of closing down in the last decade.This is a key research subject for the retail enterprises,how the domestic entity retail can rebuild its own competitive power and advantages to gain a new life.Shennan Rainbow Department Store,the epitome of domestic retail,faces the same predicament.It is studied in the report with regard to the Business Format Transformation and innovation for Shennan Rainbow Department Store,applying the principles of enterprise transformation and innovation,as well as the theories of experience economy.At the same time,the definition of the format,the choice method of the format and the theory of customer classification are supplemented.In this paper,through the analysis of the environment of the transformation of the format,the analysis of the direction of development and transformation for entity retail,Through Analyzing the shopping district of ShenNanand Shennan Rainbow Department Store competitive environment,it covers the advantages and disadvantages of Shennan Rainbow Department Store from resource and ability.Through the analysis of external and internal environments,the SWOT analysis is carried to suggest the development strategy for Shennan Rainbow Department.At the same time,by studying the case of the domestic and foreign enterprise transformation,and choose the direction of diversification strategy ST Store.It also clarified the transformation of Shennan Rainbow Department Store into composite format.Finally,According to the strategic direction of the transformation,the relocation of ShenNan mall,,it can be acquired with the life styles and emotional needs of the target consumer groups.The customer values can be discovered through in-depth interviews.Business Format Transformation and Innovation for Shennan Rainbow Department Store must respect the customers,focusing on the development of a one-stop and fashionable hub that creates life style for the target customers.Through the case study and literature research,this paper makes a macro and micro interpretation of the format.And clear the guiding ideology of Business Format Transformation,complex format must be independent,and can continue to create value,commodity editing has exceeded the format.And the realization of complex formats,carries on the planning and design of the complex format from the four elements of micro format: Space design,Products design,Experience design and Media design.The combinations of the new formats can not be simply replicated.Shennan Rainbow Business Format Transformation,the choice of diversification strategy and composite format mode.Re positioning of the market,and focus on the target market,the new format to create the ultimate experience around the new location,the composite format and composite format elements of new interpretation,presented a composite format theory,and studies the implementation strategy of Business Format Transformation,and finally puts forward suggestions on the Business Format Transformation of safeguard measures.This report provides not only theoretical supports for Shennan Rainbow Department Store,but also becomes a reference for the Business Format Transformation of the domestic traditional department stores.