Research On The Competition Strategy Of T Shopping Center

The age of commercial real estate supreme has gone with depressed market economy.Chinese domestic business entity has entered a critical stage of industry adjustment,transformation and innovation.To survive and develop in the adversity,Chinese domestic business entity should be established on its own characteristics,make the best use of the advantages and bypass the disadvantages.Meanwhile,business entity should fully understand consumer's demand and their consumption habits,provide consumers with more sophisticated and quality service.Business entity should use the network platform to promote the development of commercial entities while dissolving the impact of e-commerce.In this paper,author take an example of T shopping center in enhancing the market competitiveness.Using market demand,conditions of hardware and software,andaccurate position of T community commercial shopping center to study T's market competition strategy and program.Author is looking forward to promoting the development of T shopping center.Based on the review of previous theoretical basis,this paper uses the PEST model to study the external environment faced by T shopping center,the Potter's five forces model to study the T shopping center in the competitive environment,and clarify the internal resources of T shopping center.And then,the SWOT method is used to analyze the advantages and disadvantages of T shopping center,as well as the external opportunities and threats.A targeted SWOT strategy matrix is obtained,and then the competition strategy of T shopping center is worked out.In order to ensure the effective implementation of competitive strategy,this paper gives specific measures,from the hardware upgrading and optimizing the different aspects of format combination and service management and mufti-channel marketing,to improve the T shopping center upgrade path,to create a new community business model,to make business property's preservation and appreciation.