Research On The Development Strategy Of Commercial Real Estate-TM Project In The Internet Era

Under the background of global Internet users accounted for about half of the total global population, a large number of department-stores closed, and the rise of e-commerce has hit the traditional business entities, which makes them clearly recognize that the era of the Internet comes and the original old business models are no longer able to adapt to the information society. Commercial real estate is no longer in the quantitative phase, so we can not be blind to invest for benefit. It must be in qualitative transformation, and merge into network, in order to create full-channel mode.In the context of cybereconomy, "where the directions of commercial real estate are, and how it can develop in current society" are two key issues to be addressed in this paper. In this thesis, the current situation of commercial real estate and the problems it faces are analyzed, and then the distinguishing features of commercial real estate are set up. After that, TM Project as the typical case of commercial real estate is dissected from his macro environment (including political environment, economic environment, social and technological environment) and the market environment by the methods of PEST analysis, market environment analysis and SWOT analysis. At last, advantages and disadvantages as well as opportunity and threat of commercial real estate are observed, which is conducive to the formulation of strategic policy. Based on the studies of globalization and consumption habits, commercial real estate has created a unique model--the fifth generation business model which believes in mutual assistance and win-win and aims to establish an industry-chain in view of the fourth generation of this model focusing on urban life and leisure. In this business model, how should all trade companies adapt? The fifth chapter is dedicated to exploring specific implementation strategies and measures of developing commercial real estate, which can indicate its direction.In summary, with the backgrounds of China becoming the world’s largest online shopping country, if the commercial real estate in China intends to have sustainable development, we must take a different road. It should strive to develop experience business and build a network platform; it should build Enterprise Resource Planning; the line and offline can be merged into by brand effect; simultaneously it can innovate a network platform with the purpose of developing new customers and maintaining existing customers; it should develop the customer alliance system; with differentiated and personalized features, commercial real estate can occupy the dominant position in the competition. The trends of commercial real estate are full channels and information technology.