Research On Business District Competitive Strategy Of Dalian KS Department Store

Under the continuous influence of the COVID-19,the pressure on the survival and competitive development of physical retail enterprises is increasing.On the one hand,the platform e-commerce has an obvious effect on the diversion of customers in the traditional business district,and various home services have replaced shopping in the business district.Moreover,the epidemic has prompted the booming development of community group buying.The formation of this "stay at home" shopping and consumption habit has squeezed the market share and living space of traditional physical retailers.On the other hand,the retail business districts at different levels in the city are becoming more and more saturated,trade competition is becoming increasingly complex,and the innovation potential of retail enterprises is not very developed.In the era of commodity surplus and homogenization,the quality of products is no longer procurement standards.Consumers have higher and higher requirements for personal services and shopping,which makes the operation of physical retail more difficult.As a traditional entity retail enterprise,KS mall is facing the same dilemma.How can it reshape its competitiveness to win the favor of consumers?This is not only a question of survival,but also a question of development.,Focusing on this problem,this paper studies and discusses the development of Dalian KS mall on the basis of analyzing the competition of business district a "time-honored" mall jointly developed with Dalian Development Zone,can face the highly saturated and homogeneous competition in AXA business district and adopt effective competitive strategies to realize business transformation.This paper introduces the development,operation and efficiency of KS shopping center in Dalian KS shopping center in detail.Based on the investigation and analysis of Ansheng business district in Dalian Development Zone,this paper focuses on how to take effective competitive strategies to improve the competitiveness of the business district and strive to realize the transformation of operation by questionnaire and interview.Based on the retail business district theory and retail competition theory,firstly,this paper makes a field investigation on KS mall and its business district,introduces the general situation of KS mall,analyzes its competition in the business district,the main competitors in the business district,and identify the strengths,weaknesses,opportunities and threats of KS mall was analyzed by SWOT.Secondly,the author used the methods of interview and questionnaire to enter KS shopping mall,interviewed its management,conducted a questionnaire survey on its customers,and the problems faced by KS department store in the competition of business district are summarized,,such as backward infrastructure,customer segmentation,manpower interruption,weak service innovation,insignificant store differentiation,the interaction between suppliers on innovation and other issues is not close enough.Finally,this paper uses the innovation theory of model retail to study from the aspects of supplier interface,marketing channel and marketing channel.The internal interface of the mall and the customer interface,such as strengthening the development of its own brand and the alliance with manufacturers,improving the service innovation and competitiveness within the mall,effectively increasing the customer stickiness,increasing the proportion of young employees,improving the talent gathering ability,enhancing the customer consumption experience,sinking the community market and so on.This paper draws the following conclusions:the private brand development of KS mall is an important means to reflect the differentiation of stores in the competition of business district;At the same time,as the added value of customer shopping,the innovative development of service products is very important to the competitiveness of the business district;Based on its own brand development,KS mall should strengthen cooperation and innovation with suppliers and enhance the competitiveness of the business district through collaborative innovation of spare parts supply.This paper attempts to find a solution of the competition of traditional business districts for KS shopping malls,in order to remove the homogeneous competition of traditional retail entities and effectively carry out the differentiated competition of stores.The competitive tactics suggested in the paper is not only a reference for the decision-making of KS shopping malls,but also a reference for the retail enterprises of traditional enterprises...