| Under the background of China’s slowing economic growth and the overall excess supply of commercial real estate,the shopping center market competition is becoming increasingly fierce,coupled with the impact of the Internet and the retail industry into the mobile era,the increasing competition pressure makes shopping malls begin to seek a new way out.At present,the integration of "culture + tourism+ business" brings more development opportunities.Cultural and business tourism starts from meeting the diversified consumption needs of residents and tourists,through the innovative combination of diversified leisure elements of food,housing,travel,shopping and entertainment,to create diversified consumption scenarios and create a one-stop service structure,and upgrade the experience quality of cultural and tourism projects.Therefore,shopping centers began to explore the upgrading of business combination and experience economy to meet the increasingly diversified needs of consumers for shopping places.The goal of the business combination is to achieve a win-over-win situation of stable shopping mall revenue,maximum merchant profit and the best customer shopping experience.In the new era of compound business form development of "content is king",consumers are shifting from purposeful purchase to experiential purchase,and paying more attention to meeting the all-round needs of consumers as "functional + emotional + spiritual".From the point of view of consumers,consumers pay more attention to their own sense of demand,and the corresponding will also mention the higher level of requirements,and the quantity and quality demand of shopping centers are improving.Experience services,emotional demands,scene setting and other factors in shopping have become more important.From this point of view,only shopping centers with the theme characteristics of business forms,rich types and full sense of innovation can survive in the fierce market competition in the future.Through business conservation of cultural elements,gather new consumption power,continue to bring forth the new in cultural mining and theme concepts,form cultural brand assets,with its own brand value.From this point of view,only the shopping centers with the characteristics of the business form theme,rich types and full sense of innovation can survive in the fierce market competition in the future.Therefore,characteristic and innovative business forms have also become a hot topic for scholars and economists to discuss and research today.The study object of this paper,Y Shopping Center,a secondary subsidiary of YT Group Corporation,was established in 2016 and focuses on the management and operation of commercial real estate projects.The company takes the operation and management of cultural tourism and commercial real estate as the main business direction,and strives to become an innovative enterprise with advanced enterprise management system and scientific operation mode.Facing the fierce competitive market,this paper hopes to discuss the problem of business combination of Y shopping center,optimize the original business combination mode,and improve the market competitiveness.To become a successful cultural and business travel project,Y Shopping center is bound to inject deep cultural connotation into tourism and business.On the basis of planning and positioning,refine the appropriate cultural theme,and fully consider the characteristics of business forms and business needs.From the perspective of consumers,it should solve the theme of touching,scientific combination of business forms,cultural communication,extend the retention time,and promote consumption.Combining YT Group’s strategy,resource advantages and market environment,this paper analyzes and constructs the direction of Y shopping center’s business type combination.Only made excellent formats combination scheme,the introduction of high-quality brand resources,to firmly grasp the pulse condition,attract consumers,and to forge a benchmarking project,profit project shopping center,promotion experience,make its in YT company projects across the country to draw lessons from,achieve the strategic goals and rapid development of the enterprise.Through literature search,case analysis,quantitative analysis,the paper analyzes the current situation of the business combination of Y shopping center,and analyzes the main problems by using the questionnaire research method.The EBITDA return on investment guidance model is used to verify the business optimization plan of Y shopping center format.This study is mainly divided into six chapters: Chapter 1 theory mainly introduces the research background and research significance,determines the research objects,and puts forward the corresponding research ideas and methods according to the research subjects,and finally summarizes the research framework.Chapter 2 introduces the relevant concepts and theoretical foundations,and summarizes the domestic and foreign research related to shopping center business format,shopping center business combination,consumer behavior,business combination and consumer behavior,business combination and return on investment performance.Chapter 3 introduces the general situation of Y Shopping Center,analyzes the business environment of the project,the current situation of the project business combination,and the use of EBITDA investment return guidance model to analyze the financial effect of the business combination.Chapter IV Investigation and analysis of business combination problems and causes through consumer behavior.Chapter5 puts forward suggestions on the combination of existing business forms.Chapter 6 further summarizes and analyzes the optimization strategy.On the basis of reviewing the theories related to the combination of business forms of Y shopping center,this paper analyzes the problems such as unprominent business theme,irregular business layout,single business category,and lack of business innovation in Y shopping center.This paper puts forward a shopping center format combination optimization scheme,which takes the consumer value theory as the guidance model,takes the return on investment value as the evaluation standard,and takes supporting the cultural format,standardizing the format layout,optimizing the store rental strategy and accelerating the brand upgrading and transformation as the main measures.According to the analysis of the paper,to improve the rationality of Y shopping center business combination,we must understand the new development trend,go deep into the consumer value theory,follow the EBITDA investment return model,and focus on the performance of the business combination. |
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