Research On The Transformation Of Local Building-material And Household Market Of Mianyang Based On Platform Strategy

The building-material and household market, as an important part of the circulation industry, has made great contribution to the supply and demand of building-material products. Most of the building-material and household market gets a fast-growing, promoted by the urbanization, security housing and other factors. However, the building-material and household market enters into a new stage, with the estate market downturn leading to the shrinking demand, the e-commerce weakening the traditional malls` commercial advantages. Local building-material and household market is in a situation with various internal and external risks, owing to the disadvantages of opaque price, poor ma rketing ability, faced with tremendous pressure of transition.Firstly, the essay describes the theory of enterprise strategic transformation, platform strategy and stakeholder theory, summari zes and comments domestic and overseas' researches. Then, this paper discusses the environment and current situation of the building-material and household market. Next, the essay does in-depth analysis of local building-material and household market of Mianyang, from the perspective of Yijiamei Industrial Limited Company, based on the information obtained from the field survey, and concludes the reason of the transformation: business model with the trad itional property management, needing improved; administrative management leading to poor adaptability to the market; backward marketing way causing the lack of operating characteristics; weak in integrating resources leading to single function of stores; lack of social responsibility causing ignoring reputation building. Lastly, the essay proposes the transformation thoughts from the pe rspective of platform strategy, according to the reason of the transformation, combined with the platform strategy theory: positioning of bilateral market and constructing platform business model; improving the governance mechanism to promote the platform; relying on the wisdom of the city to innovate the pla tform; strengthening the ability to integrate resources in uni-trade way; enhancing social responsibility to expanding the reach of the platform.