Research On The Competitive Strategy Of Guangzhou Zengcheng Wanda Plaza Co.,Ltd.

In recent years,with the rise of the middle class in China,the advancement of urbanization,and the increase of people's consumption level,commercial real estate is embracing new opportunities of development.In addition,the housing market has experienced frequent adjustments,and commercial real estate investment has grown rapidly.The construction of urban commercial real estate projects has progressed by leaps and bounds.The continuous emergence of commercial real estate shopping mall projects has caused the operating profit margins of shopping centers to drop seriously.Competition within the industry has become increasingly severe.In the face of market severe competition,companies need to formulate more competitive strategies and operate sustainably.For this purpose,this article uses the theory of corporate competitive strategy and related analysis tools,and proposes the use of new technologies and retail business models,with the help of competitive investment platform to cooperate with outstanding suppliers,adopting intelligent scenarios to conduct operations management,to improve enterprise competition and provide guidance to further develop the company.This article takes both the inside and outside atmosphere of Guangzhou Zengcheng Wanda Plaza Co.,Ltd.under consideration.First of all,it conducts PEST analysis on the macro-environment enterprise facing wile development,combines the industry and market environment to conduct competitive situation analysis,and concludes that the company is facing external opportunities and threats.Further,it summarizes advantages and disadvantages by comprehensively using EFE and IFE matrix analysis tools in internal and external environmental analysis.Finally,using SWOT matrix analysis tools for information matching,and using QSPM quantitative strategic planning matrix analysis tools and concludes that Guangzhou Zengcheng Wanda Plaza Co.,Ltd.adopts a differentiated competitive strategy,and formulated the implementation and control of the company's differentiated competitive strategy.This thesis develops a differentiated competition strategy for Guangzhou Zengcheng Wanda Plaza Co.,Ltd.in accordance with the actual situation of the company.The significance of this paper lies in the analysis of competitive strategies to increase the sustainable development of sales profits and improve the industry In terms of competitiveness,at the same time,considering the massive homogeneity of the development of commercial shopping malls,to solve these problems through competitive strategy research is not only of great importance to the Zengcheng Wanda Plaza commercial enterprise in Guangzhou,but also to other similar shopping in the commercial real estate industry.The center company provides new solutions.