Research On The Operation Strategy Of The Commercial Complex Of Lanhua City Under The Background Of Internet

Urbanization has become an important trend of China's future development,and the development and operation of commercial complex are the most leading and leading industrial forces.With the phased adjustment and relative saturation of the real estate market,asset-based and business-oriented commercial real estate,especially urban commercial complexes,as the engine of stimulating consumption and stimulating investment,have become the main driving force for long-term urbanization and city business cards,covering the rapid development of the Internet Consumers have higher expectations for the operation of commercial complexes.This article analyzes the development of commercial complexes and the trend of Internet +,synthesizes the current forecast and planning of Internet + use by various industries and research,and translates them into the expected characteristics of commercial complexes in the context of Internet +.Compile a questionnaire and perform a descriptive analysis with SPSS software,so that consumers can re-recognize the differences between the current level of development and target characteristics of the Lanhua City Commercial Complex.The development goals are divided into four parts: external space,internal space,overall industrial status,and consumer experience.Consumer satisfaction with the current four parts has significant differences between individual characteristics such as age,frequency of consumption,and occupation.There are deviations in the overall positioning of the commercial complex,the planning layout needs to be optimized,local functions need to be integrated,the degree of spatial differentiation is not high,and the consumer experience needs to be improved urgently.Based on the problems and causes,this article USES the method of PEST and SWOT matrix analysis to further research the current Lanhua city commercial complex target operating strategy and measures to improve internal and external environment,and under the condition of the environment,the Lanhua city under the background of Internet + the challenges and opportunities,and put forward the optimize the Lanhua city commercial complex,mainly through the drive mode of integration and innovation of the formats forms to reshape the Internet + formats form;By virtualization and data sharing enhancing online consumption attraction;Through the combination of online and offline,the comprehensive configuration of products and services,and the innovation of experience to improve the offline service experience and other strategic Suggestions.