Research On Co-opetition Strategy Of Guangxi Offline Entity Retail Enterprises

After China's economy had entered "new normal",the development of network has profoundly influences and changed the people's life,but also has impacted the traditional business marketing mode.It brings new opportunities and challenges for the development of traditional enterprises.Faced with the double impact of offline peers and online retailers,more and more offline retailers begin to transformation and switch to e-commerce.The traditional retail enterprises are experiencing an unprecedented change of pattern.It's the common problem for all the offline retailers to avoid single price vicious competition in the e-commerce environment,and achieve win-win through competition and cooperation,so as to make it develop better and inder.Nowadays,whether a single-dimensioned competitive strategy or a pure cooperative strategy can no longer meet the needs of continuous development of enterprises.Competition and cooperation strategy will bring broader perspective to enterprises.which combines the two opposing concepts of "cooperation" and"competition",considering that enterprises should also cooperate with each other based on competition.Having collected a lot of data about co-opetition theory,competition mode,cooperation mode,co-opetition strategy of offline retail enterprises,network news and other related literature,the author analyzes the present situation of retail industry,and co-opetition as well as the existing problems of Guangxi offline enterprises with secondary data analysis and on-site obervation.A theory-based case study of Guangxi local department stores is conducted by taking the competion and cooperation of the Guangxi offline enterprises as the entry point.It summarizes the factors affecting co-opetition of offline entity enterprises,such as market positioning,enterprise scale,complementary resources,core competence and cooperative competition thinking.It also puts forward the innovative method of co-opetition for offline retail enterprises,such as business dislocation management,resource sharing and remodeling retail relationship,which provides some new ideas and suggestions for developing the co-opetition strategy of Guangxi offline retail enterprises.