Research On The Optimizing Strategy Of The Investment Management System Of CCM Community Commerce

It has been thousands of years since the birth of commercial complex in China,but the concept of community commerce has been less than 100 years since it was proposed in the United States in the 1950 s.The development of community commerce depends on urban expansion,residential construction,and urban governance,aiming to provide daily consumption services for residents around.With the improvement of household consumption level,the quality and convenience of shopping are also improved,which means that community commerce needs to enter the time of "high quality".In this context,the CCM Community Commerce of HMD Group opened in May 2020 to provide quality and convenient daily consumption and services for surrounding residents.Soon after,the visitor quantity declined,the sales declined,and the tenants withdrew their lease.In this case,the paper explores the main reason for the above phenomenon through interview,and then sets up the investment management system by combining relevant domestic and foreign literature as well as the job content of domestic mainstream investment management.Then the paper analyses each link of the investment management system to put forward the corresponding optimization measures and safeguard measures.The investment management includes three aspects: the position,the tenant mix,and the investment process.Different from the large commercial complex and shopping mall,community commerce confirms the position according to its own features and the characteristic of target consumers by questionnaire survey in three aspects——the consumer’s characteristics,consumption level,and the consumer preference.Then,the paper chooses the positioning tactic,aiming at the middle and low-end markets,choosing the cost-effective brand or network celebrity based on the STP strategy.Secondly,the paper analyzes the tenant mix in the change of area,the agglomeration effect of merchants and the characteristics of the community commerce,and then optimizes the tenant mix by consumer preference in the tenant mix selection,matching and location.Finally,the paper diagnoses the investment process by PDCA cycle and sales data analysis,and suggests that CCM community commerce establish operation evaluation system,investment promotion evaluation system,brand evaluation system and its own brand library.There are few literatures on investment management in commercial field,and the existing literature on investment management is only mentioned as a part in the related literature.Therefore,the paper mainly establishes the investment management system firstly,and then carries on the diagnosis and analysis step by step according to each part of the investment management system.The research results can not only guide the improvement of the follow-up investment work of CCM community commerce,but also provide reference for further investment management research.