A Competition Strategy Research Of SCP PLAZA

Shenzhen is one of the most developed cities in China, whose consumption takes up a sizable proportion of the national total consumption. The shopping centers play a vital role in the development of Shenzhen. The development of shopping centers in Shenzhen has experienced four periods, namely, exploration, concept-introduction, development and diversified development. The development of shopping centers advance constantly with the boost of urbanization process and marketization degree. The number of all types of shopping centers soars and the scale tends to be large-sized and high-storey with ferocious competition.SCP PLAZA is a core project subordinate to SZITIC Commercial Property (GROUP) Co., Ltd.perties (Group) Co., Ltd, belonging to the flagship brand of three major shopping centers owned by SZITIC Commercial Property (GROUP) Co., Ltd.perties. It covers a large area with rich commercial activities, which is a representative of large shopping center combining retailing, catering, recreation and office work. It is highly convincing to take the SCP PLAZA as the example to explain the development and the research of competitive strategies of domestic large shopping centers.This study details are as follows:The first chapter as an introduction, mainly analyzes the background, significance, proposed research methods and ideas, and summarize research and pave the way for later research. The second chapter, the theoretical overview. For enterprise competition theory, the theory of consumer behavior and shopping centers, to lay the theoretical foundation for later study. Chapter III, SCP PLAZA external environment analysis, including the social environment SCP PLAZA analysis, analysis of consumer demand and the main competitor analysis. Questionnaire and analyzed on the basis of field research in the theory as a guide to the actual data, to make a scientific and objective. Chapter IV, SCP PLAZA internal environmental analysis, including analysis of the basic situation SCP PLAZA, operating status, resources and capacity analysis SCP PLAZA actual data obtained in the survey is based. The fifth chapter, the specific competitive strategy SCP PLAZA Construction. Deep within the country voted in the external environment analysis technology, this chapter for SCP PLAZA SWOT summarized, and the development of suitable SCP PLAZA competitive strategic objectives and strategic way to choose. Chapter VI, implement and safeguard measures SCP PLAZA competitive strategy.This paper in the study on the basis of the above proposed SCP PLAZA development training system need to establish a multi-channel, maintaining industry-leading knowledge structure; strengthen the assessment and management, sound performance appraisal; strengthen corporate culture; improve personnel security and team incentives management programs. Proposed the implementation of specialty marketing management, strengthening the new media marketing efforts to carry out various marketing activities to create a themed shopping center to experience the way. The value of research to practical strategies to ensure the full realization.