| This paper takes the Tianyuan commercial building in Inner Mongolia as an example to study the current situation of the retail business and its strategic transformation.This article mainly uses the SWOT analysis method to carry on the analysis to the management present situation,and carries on the plate analysis and the benchmarking analysis on the basis of the PEST macroscopic environmental analysis method,aims to have a clearer understanding to the Tianyuan commercial building and its industry,further summarizes the domestic The new retail environment and mainstream models,and pointed out that the Tianyuan commercial building can learn from.Finally,this article proposes three strategic transformation concepts for Tianyuan Commercial Building,one is to transform the shopping center,the other is to open up the online and offline channels,and the third is to create an O2 O operating platform for the smart commercial circle.We have further defined the direction of transformation and upgrading.The short-term goal of Outlets + Food Court is to combine with the new retail model,achieve new breakthroughs in business models,and achieve mid-term and long-term goals for leap-forward development.Combining the transformation direction and goals This paper plans six ways and seven specific measures for strategic transformation and upgrading,focusing on the development of rich formats,creating a good shopping environment,and upgrading shopping experiences.This article mainly provides guidance for the integration and survival of physical retail malls in the new retail model,and has important reference value for their strategic transformation. |
