Research On Business Type Adjustment Of Shopping Mall A

The real estate industry has always been a pillar industry of China’s national economy.With the rapid development of the real estate industry,the commercial real estate industry,one of its branches,has also developed rapidly.As of the end of 2020,there were 6900 shopping centers in China,with a stock size of about 440 million square meters.From the perspective of quantity and development scale,it has entered the era of stock.In May 2022,the State Council issued the "Opinions on Further Revitalizing Stock Assets and Expanding Effective Investment",indicating that the country attaches great importance to revitalizing stock assets,saving social resources,and optimizing investment.The proposal of this opinion also indicates that in the future,it is a trend for the industry to revitalize and optimize existing assets,especially commercial projects.A Shopping Center is located in the core area of Nanjing City.The commercial part was completed and put into use in 2010,and has been in operation for twelve years.It is a typical existing project and poorly managed.It is urgent to seize the opportunity of the industry to "revitalize and eliminate inventory",explore the reasons for its poor operation,and focus on improving and adjusting.Based on my own work experience and extensive literature review,the author of this article believes that the regional location and scale of existing shopping centers cannot be adjusted.The ultimate goal of revitalization and improvement is mainly to adjust the project format.However,the operation of shopping centers is often closely related to the development and current situation of the business district they are located in.Therefore,when studying the adjustment strategy of shopping center A’s business type,this paper first analyzes and calculates the business circle where shopping center A is located.If there is enough market capacity and Lebensraum,the adjustment of shopping center A’s business type will be valuable.Therefore,this article first uses the literature research method to sort out relevant literature at home and abroad.Secondly,the concept of relevant terms is defined and relevant theories are elaborated.Once again,a combination of qualitative and quantitative methods was used to analyze the commercial district and business format of A Shopping Center,measuring the saturation and capacity of the commercial district where it is located,revealing the current operational status,problems and causes of the business format.Then,based on the STP theory,the business model of A Shopping Center was repositioned,and a business model positioning goal that met the market and consumer needs was determined.Finally,based on the positioning goals of A Shopping Center’s business format and considering the existing problems of the business format,specific business format adjustment strategies are proposed.The research conclusions of this article are as follows:(1)Based on the measurement results of saturation and capacity in the commercial district of A Shopping Center,it is concluded that there is still surplus in the market of the commercial district where A Shopping Center is located,which can meet the healthy development of A Shopping Center.Adjusting the business format of A Shopping Center within this commercial district has practical significance;(2)Based on the STP theory,it is clarified that A Shopping Center should adopt a competitive(competitive)positioning strategy and strive to become a benchmark shopping center in the business district that can compete with Deji and Xinbai.Its business format should also respond to the high-end positioning of Deji and Xinbai;(3)Based on the shortcomings of A Shopping Center’s business format and the new business positioning goals,it is clear that business format adjustment needs to start from the following four aspects:(1)adjusting the functional structure of the business format;(2)Reasonably allocate the proportion of business formats;(3)Introduce suitable main stores;(4)Adjust the layout of business formats.(4)As there are over a hundred shops that need to be adjusted,in the arrangement of the adjustment cycle,not only long-term planning is needed,but also policy support from the group headquarters in terms of personnel and funding should be obtained based on the needs of project operation,and practical and feasible guarantee measures should be formulated before gradually adjusting.