Study On The New Business Development Strategies Of World Trade Commerce Management Co.,Ltd Base On Value Co-creation

At present,China's commercial real estate operation is on the background of China's real estate industry supply-side reform,and there is an urgent need for growth and innovation.Founded in 2001,Shenzhen World Trade Commerce Management Co.,Ltd.(hereinafter referred to as “World Trade Commerce”)has been focusing on the operation of its own commercial real estate project “World Trade Center” for many years.After years of accumulation and innovation,its operational capability enjoys a high reputation and influence in the industry.However,with many years of rapid development,the overall performance and profitability of this single project are difficult to sustain,and the business development of the company has encountered bottlenecks.To this end,in 2017,according to strategic requirements of business transformation and upgrading,the company relies on the professional operation advantages of commercial real estate projects for many years,and actively explores asset-light management output new business;it forms a strategic alliance with brand companies and provides feasibility argument,planning and positioning,investment agency,architectural design optimization,operation management etc.services for real estate developers,which promote new business development.But the first practice of new business ended in failure.Therefore,the innovation and optimization of the company's new business development strategy is a core management issue for the company to realize business transformation,upgrading and development.By reviewing literature and inspecting bench-marking enterprise business development strategy,World Trade Commerce's innovation development of asset-light management output new business must abandon the previous "labor service output" or "interest exchange" rough mode,clarify the stakeholders appeal,integrated various resources,to achieve "win-win value".Therefore the paper takes "value co-creation" as the research perspective,and under the mechanism of exploring and reviewing the value co-creation of service value chain,deeply analyzes and refines new business development strategy of World Trade Commerce to guide and measure the path and means of the company's business innovation.The paper is divided into seven chapters around the above core issues.The first chapter is the introduction.The second chapter is theoretical foundation of the paper,by using literature analysis to summarize theoretical researches on the "service value chain" and "value co-creation".The third chapter demonstrates the necessity and feasibility of new business development by analyzing the development status,resources and capabilities of World Trade Commerce.The fourth chapter uses focus interview method and questionnaire survey method to collect the value appeals of external stakeholders and explore the value co-creation mechanism of asset-light management output new business service value chain.The fifth chapter proposes an innovative strategy for new business development based on the perspective of value co-creation.The sixth chapter points out the protection and control measures of new business development strategy.The seventh chapter is research conclusion and research prospect.With case analysis,investigation diagnosis,and normative research,the paper puts forward the development strategy of World Trade Commerce,from positioning strategy of new business,customer management strategy,differentiated competition strategy,target management strategy to “win-win” development strategy,and also provides protection and control measures for new business development and continuous growth including organizational design,capital security,risk management and control.The research of the paper is based on the dilemma and realistic problems of the company's development,and explores feasible and scientific solutions and implementation paths with the research perspective and theoretical guidance of value co-creation,which will definitely provide important guidance for the company's transformation and upgrading,new business development and innovation.In addition,the research results of the paper will provide meaningful reference and application value for the improvement of asset-light management output new business in the commercial real estate industry.