Research On Harbin Songlei Group(Nan Gang)operating Strategies

The main object of this study is Songlei Commercial Building(Nangang),which was officially opened in 1993.It was put into operation after the second phase of expansion in 2016.It is close to the location of Harbin Railway Station and is located in the museum business circle.The surrounding areas have huge passenger flow every day,can provide high-quality services for customers,and lead the local development trend,whether domestic tourists or foreign tourists.Customers highly praised it,and the State Council rated it as the first large-scale modern shopping mall in Heilongjiang Province.However,in recent years,with the slowing growth of total retail sales of consumer goods in Harbin,the rapid growth of total online consumption and the doubling of the city's commercial and trade complex in three years,Songlei Commercial Building(Nangang)is facing bottlenecks and ceilings of operation,and the situation is not optimistic.This research focuses on how to find new opportunities in the market to ensure its stable development and further promote the innovative strategy of operation and development of Songlei Commercial Building(Nangang)in the environment of the declining external business environment,the rapid development of Internet economy and the increasingly depressed department store and retail market.Firstly,the related concepts of the retail industry are briefly introduced,and the specific situation of the retail department store marketing activities at home and abroad is comprehensively and deeply expounded.At the same time,the relevant literature of the department store industry is also elaborated.Secondly,a comprehensive and in-depth analysis of the specific situation,competitive environment and operation strategy of Harbin department store retail industry is made.On this basis,through learning from the successful experience of foreign countries,combined with the actual situation of Harbin city,according to the characteristics of Songlei commercial building(Nangang)operation mode and the results of investigation,the Songlei commercial building(Nangang)in the new area is analyzed.Problems in the operation of the period.Finally,according to the results of the problem analysis,how to reflect the operation characteristics of Songlei Commercial Building(Nangang)and ensure the smooth completion of operation innovation is determined.Furthermore,the problems encountered in the implementation of innovative operation strategy are deeply analyzed,and the corresponding countermeasures are formulated.This study provides reference and reference for the operation,development and innovation of Songlei Commercial Building(Nangang)and department stores.