Study On Competitive Strategy Of JH Shopping Mall

With the rapid development of social economy,culture,science and technology and other fields,the per capita income level of Chinese residents has been significantly improved,and the concept and demand of daily consumption are quietly changing.These have put forward higher and higher expectations for the current retail industry to meet the more diversified needs of consumers.After investigation,the evolution of shopping malls in mainland China has gone through about 20 years from the beginning of traditional department stores to today’s shopping malls.At present,shopping malls have gradually grown into the mainstream of domestic commercial development,and are expanding from first tier developed cities to second and third tier cities,and even to fourth tier small cities.With the development of society towards diversification and the continuous upgrading of consumer demand,the traditional single retail model obviously can not meet the development needs of this era,and the development of shopping malls has also ushered in various new trends.However,in recent years,the physical retail industry as a whole has been impacted by the rapid development of Internet e-commerce,and is facing the severe situation of market occupation by well-known brands,large supermarkets,community chain convenience stores,specialty stores and other industries.As a whole,it is in a continuous downward trend,and the market competition is becoming increasingly fierce.As the income level of consumers has been improved,their consumption concept is constantly updated and changed,which is reflected in the change from the initial pursuit of high quality and low price and complete goods to paying attention to personal taste and style,paying more attention to brand selection,shopping pleasure,leisure and recreation,etc.Consumers put forward higher and higher requirements for shopping malls,which has also become an important opportunity for the development and transformation of shopping malls.Through the research on the competitive strategy of shopping malls in the retail industry,we can understand the current market competition more clearly and provide more valuable reference for enterprises at the level of competitive strategy.According to the market survey results,the supporting resources of large shopping malls in Heze are relatively backward and scarce,which is difficult to follow the development of Heze City and the improvement of people’s consumption level.After more than 20 years of continuous development and growth,JH shopping plaza has successively established a full guest shopping place integrating shopping,entertainment,market and catering in Heze in recent years,becoming a well-known local composite large-scale commercial complex.JH shopping mall has the characteristics of one-stop,experience and multi-function.It not only plays an important role in Heze urban commercial center,but also becomes an urban landmark commercial shopping center in Southwest Shandong and will become a benchmark project of Heze commercial shopping center.However,in recent years,faced with many practical problems such as the decline of market share caused by well-known large-scale commercial supermarket enterprises seizing market share and the obvious lack of their own core competitiveness,it is urgent to improve the development status of the company from the strategic level,and strive to provide strong support and measures for the sustainable development and growth of the company.Firstly,this study expounds the classical theory of enterprise competitive strategy and the research status of shopping malls at home and abroad,which lays a solid theoretical foundation for the in-depth study of the competitive strategy of JH shopping mall;Then,it introduces the basic situation and enterprise development process of JH shopping mall,and analyzes the current situation of JH shopping mall combined with a variety of strategic management tools.Then,by using PEST model,Porter’s five forces model and other important analysis tools,this paper deeply discusses the current external macro environment,retail competition environment and internal environment of JH shopping mall;Then,based on the above analysis of the internal and external environment of JH shopping mall,combined with the SWOT analysis method,on the one hand,starting from the internal conditions of the enterprise,this paper analyzes its own competitive advantages and disadvantages,on the other hand,it analyzes the existing opportunities and threats to the external competitive environment of the enterprise;Then,with the help of QSPM matrix,this paper analyzes the feasibility of the implementation of three competitive strategies.Based on the full combination of quantitative and qualitative analysis,it is concluded that the most appropriate competitive strategy for JH shopping mall is differentiation strategy.In order to improve the core competitiveness of JH shopping mall,enterprises need to focus on implementing differentiated competitive strategy in terms of operation,technology,talent and brand;Then,according to the competitive strategy selection scheme considered above,JH shopping mall needs to design specific guarantee measures for the implementation of the strategy from the aspects of its own corporate culture,corporate organizational structure,human resources and information adoption.Finally,it puts forward the shortcomings of this study and the limitations of the perspective,as well as the prospect of further research on the future of enterprises.This paper hopes that through the relevant research on the competitive strategy of JH shopping mall,the enterprise can invest more strongly in the fierce market competition,constantly give full play to the value brought by its own advantages,and strive to realize the longer-term and steady development of the enterprise.Through rigorous investigation and research and combined with reasonable tool analysis,it provides a selection method for the retail industry,especially large shopping malls,in the formulation of competitive strategy,and provides a certain reference for researchers in the industry and similar enterprises.Importantly,it has high guiding value for JH shopping malls to solve the problems of competitive strategy,improve the current development situation of the industry,and realize the enterprise goal of becoming bigger and stronger as soon as possible.