Optimization Of Kaiyuan Shopping Mall’s Business Model

Since the reform and opening up, the large-scale retail enterprises, particularly the large department stores has developed soon,the average annual total retail sales of social consumer goods continues to grow at a relative rapid rate,formed a market situation of prosperous development and intensive competition that a variety of retail business modes’ and various business model exist at the same time,but in the rapid development, there are also many problem which has existed. This thesis mainly studies the Xi’an Kaiyuan Mall’s business model optimization research, and also doing the market research to develop a complete and viable business model strategy, so it can give full play to its advantages, and compensate for its disadvantages,to develop and expand in the fierce competition.Kaiyuan Mall is the industry leading enterprises in Xi’an department store, it is necessary to optimize the business model to maintain its position in the market. This paper through the analysis of the internal and external environment of the Kaiyuan Mall,sums up the advantages and disadvantages,opportunities and threats in business model research, and further analyze the current situation of business model and the existence of the problem and its causes of Kaiyuan Mall. And then put forward a series of optimization scheme,including differentiated market positioning,marketing strategy selection,personnel training mechanism,the creation brand effect,the use of information technology, the building of online store.And further put forward the establishment of the standardization system in optimization scheme. By the analysis of Kaiyuan Mall’s business model, we can see that in this rapid economic development today,the traditional department must optimize and adjust to stand in the undefeated position in the fierce competition.