Research Of Market Competition Strategies For Business Invitation Of Shenyang Eton Place

Eton Properties Group was established in1987in Hong Kong, so far, it has been a countrywide renowned complex developer. In2007, it entered in Shenyang market with the new program Eton Place-Shenyang which is an upscale complex with1.25million building area, located at the core area of ’Golden Corridor’ on Qingnian Avenue. Among the1.25million building area, there are80,000m2for shopping center program. The most important part of shopping center program is Business Invitation, namely soliciting Merchants, which is made of activities that outsourcer releases its own services or products into certain area, to solicit merchants for mutual development.Business invitation target group of Shenyang Eton Place focus on Mid to high end brand merchants. Shenyang Eton Place tends to reduce the distance between itself and brand merchants and further expand the merchant group through putting effort into business invitation on the basis of stabilizing the brand merchants having intention to open business here. Since the financial crises in2008, macro-control of residential real estate by the government and continuous development of urbanization process, lead lots of merchants from real estate development industry transferring their focus onto development of commercial real estate. Shopping center presented situation of centralized release while commerce property facilities had huge development. So it caused difficulty of business invitation, fierce competition between the clients, and huge challenges of business invitation area.In such competitive environment, not only from the resources of branded merchants, but also from service quality of implementation process, Eton Shopping center has certain problems. To improve business invitation performance of Shenyang Eton Place, the opportunities and challenges now confronted in business invitation process and also our own strength and weakness should be analyzed, the competitive position of Shenyang Eton Place during business invitation process in Shenyang business market should be defined precisely, based on this, the market competition strategy could be formulated feasibly. So, the research of market competition strategies for business invitation of Shenyang Eton Place is valuable and has practice significance.This paper plans to use SWOT Matrix to analyze the strengths, weaknesses, opportunities and threats for business invitation of Shenyang Eton Shopping Center. On the basis of the above analysis, Market competition strategy theory and characteristics’analysis of target clients, this paper will identify competitors and estimate their competitiveness, then define the market competition position of Eton shopping center, and formulate the market competition strategy and implementation procedure, to insure the explicit positioning of Eton shopping center in Shenyang commercial market, divide the current market share and to proactively control the available resources of Shenyang commercial market. Grasp the opportunity and response leisurely to fierce competition situation of commercial market in Shenyang.