Business Model Research Based On KM Computer Mall’s Customer Satisfaction

Despite prosperity during2000to2009, IT shopping mall, as a traditional IT trade channel,meets obstruction even widespread lease cancelling in first-tire cities because there arecontinuous competition. But sales of e-commerce platform,3C appliance stores, IT chainstores, and brand stores develop rapidly, and shock to traditional IT shopping mall. KMComputer mall established in1992during Chinese IT shopping mall incubation stage. It’s theearliest IT shopping mall in northeast and established Yanta Road. But as other IT shoppingmalls are developing, the intra-industry competition increased combined with other businessmodes’ competition for the IT market share, KM IT shopping mall lost its monopoly positionand never could be dominant. How to improve customers’ satisfaction and to enhance theposition in the market is the key to the research.In this thesis, firstly we have a general comprehension of the situations of both IT shoppingmalls and KM IT shopping mall based on theoretical reviews of business mode and customersatisfaction and made the analysis of KM IT shopping mall customer’s satisfaction. Secondlywe analyzed the environment in which the KM IT shopping mall is, including commercialdistrict,3C shopping mall, e-commerce, etc. operations types, IT product economy, cultureand technical environment, and comprehended advantages and disadvantages as well asopportunities and challenges at the same time. Thirdly, we analyzed KM IT shopping mall’scustomer, proposed business mode which is changing from traditional ’ property plus rental ’mode to integrated resource provider based on customer satisfaction. The characteristics ofthat mode mainly lie in emphasis on branding portfolio and introduction, added value for ITconsumption through entertainment, professional added value service, experiencingconsumption, unified expense collection, sales promotion and online promotion. At the sametime we proposed the new business mode should be coordinated with the operation principleand the reform of organization.