A Study On Development Strategy Of Ningo Xiandai Home Furnishing Plaza

Through the study of the macro environment of the Ningbo Xiandai Home Funishing Plaza,the market capacity is increasing, but due to the improvement of the overall quality of socialculture and consumer groups. home furnishing building materials industry theoretically analyzeddevelopment prospects should be both opportunities and challenges. But at the same time, thecompetition in the home furnishing building materials industry is increasingly fierce, Ningbo citycurrently has professional home furnishing building materials stores6only in. From the analysis ofthe home furnishing building materials mall management condition and the main industry, modernmall rivals into two categories, one category is like modern mall one-stop comprehensive homefurnishing building materials market, such as the Red Star Macalline, Hengda decorative buildingmaterials market and Wahson international home furnishing plaza. Another kind is a professionalfurniture shopping malls, such as the international home furnishing, Huakang name furniture, sixthspace art life square, dechend A+Ju, these professional furniture shopping mall on the modernfurniture industry has a direct impact on. Then using the SWOT method of the modern city and thecompetitor’s product format, location, and other aspects of a comprehensive analysis of the corecompetence, the core competence of modern mall is the low rent and lamps, cabinets, furnitureindustry scale, may exist in the external threat is like red star Macalline, Wahson internationalhome furnishing with strength, experienced national home furnishing building materials market toenter the Ningbo market, will weaken the modern shopping mall market position. With modernshopping mall in Ningbo Jiangdong Village--Chou Bi cun. The government has started to plan totransform the Chou Bi, as a modern mall will face demolition. In this case the domestic trouble andforeign invasion, according to the actual situation to develop alternative development strategy ofthe modern shopping mall. Plan a is the introduction of modern mall no floor, ceramic and otheractivities, to create a real sense of one-stop home furnishing Building Materials Plaza; scheme twoand the integration of existing resources of enterprise, to explore other markets, to create "a modernmall" home furnishing building materials chain enterprises. Finally, according to the externalfactors that affect the development of a strategic choice for modern mall and enterprise internalfactors, this paper suggest to choose second kinds of development strategy. To create a one-stophome furnishing building materials chain will be the future direction of the development of modern city, hope that through this research can provide some theoretical basis for the future developmentof modern shopping mall.