Research On Development Mode Of Shopping Mall Based On Value Chain Theory

With the rapid development of economy and urbanization, shopping center in China have also developed rapidly. On the other hand, with the development of the shopping center in our country starts late and lacking of related theory and practice guidance, unreasonable development mode, the market developed blindly.so,these reasons caused the project homogenization serious and also caused many other prolems.Compared to residential real estate, shopping center value chain is more complex and includes more stakeholders. This bring more difficulty and uncertainty factors to the operation of the project.This thesis based on value chain theory of Professor Michael Port, taking the developers, investors, operators, operators, consumers and government of shopping center’s value chain as the research object. This paper analyses the interested demand and value creating activities of stakeholders and constructs model of shopping center’s longitudinal value chain. In the value chain, with the step-by-steptransfer of housing property, which not embodies the value creation, delivery anddistribution process of the value-added products and services, but also embodies the transmission process of the values anti-transmission and the anti-market demand information delivery. The value chain coordination and management is that implements a unified coordination to the above-mentioned two forward and reverse processes. Through the downstream stakeholders synergies, it obtains the whole value chain optimal allocation of resources, so as to gain the maximum whole benefits of the value chain and the society benefits.Based on value chain analysis, the article puts forward some measures about the development mode of shopping center to meet consumer demand as the core and to realize the value chain’s benefits to maximize. From the point of view of value chain’s role integration, Analysising successful company’s development mode which build shopping mall to draw lessons from their train of thought of development. The goal that the value bodies participate in the value chain is designed to acquire the shared revenues. The balanced value distribution to the mutual cooperation is a necessary condition for stability.So,consructing a model to analysis the profit distribution and put forward suggestion about principles of profit distribution.Based on the theory of value chain, analysising the development mode of shopping centers conduce to enhance the understanding of the laws on operation and may contribute to the problems be sloved in practice, so as to promote the healthy development of the industry.