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论文编号：	11482
作者编号：	2320170350
上传时间：	2019/12/18 16:44:20
中文题目：	TM购物中心战略转型研究
英文题目：	Research on Strategic Transition of TM Shopping Center
指导老师：	杨坤
中文关键字：	购物中心 战略转型 战略实施
英文关键字：	shopping center；strategictransition；strategic implementation
中文摘要：	我国的购物中心始于上世纪90年代初期，近年来飞速发展。预计至2025年我国将有7000家购物中心建成开业，预计届时中国不同种类的购物中心总数将超过1万家。 在当前经济发展的大力推动下，购物中心在中国正在以日新月异的节奏展现和变化着自身的产业规模、产业型态，也越发清晰地描绘出中国购物中心的产业前景，但随之而来的购物中心竞争激烈，致使购物中心的生存危机也逐步凸显。近年来，很多传统的购物中心开始尝试重新定位，进行战略转型，以确保其健康、长效发展。 TM购物中心为天津本土国有企业T集团投资开发的首家商业地产项目，其运营方为T集团的全资子公司，承载着T集团“服务区域发展，成就一流企业”的企业愿景，TM购物中心旨在打造天津滨海新区首家“以家庭为单位的社区型一站式购物中心”，同时尝试将其成功复制至T集团开发建设的其他项目。该购物中心于2014年底开业，2015年8月，由于TM购物中心遭遇“天津港8.12特大火灾爆炸事故”，加之自身存在的问题，致使事故后，经历了商户退租、招商困难、经营效果不佳等问题，在经历租金调整等诸多尝试后，未能实现转危为安，因此TM购物中心将面临被动转型。 本文通过对战略转型理论的研究，从战略转型动因出发，通过问卷调查法及访谈法深入查找TM购物中心存在的问题，对其内外部动因进行分析；围绕企业愿景确定TM购物中心战略转型的目标，借助SWOT分析法对其进行分析，从而制定战略转型方案，即，差异化战略及纵向战略；根据TM购物中心存在的问题，结合其现状及优劣势分析，明确其战略转型的实施方案；最后，为了增强TM购物中心战略转型后的稳定性，提出了战略转型的实施保障和风险控制措施。
英文摘要：	China's shopping centers began in the early 1990s, in recent years, developing at a fast speed. It is expected that 7,000 new shopping centers will open by 2025, bringing the total number of shopping centers in China to more than 10,000. Driven by economic development, shopping centers in China display and change their own industrial scale, industrial patterns with the ever-changing pace, also outline the industrial prospects of China's shopping centers more and more clearly, but with the fierce competition in shopping centers, the survival crisis is gradually highlighted. In recent years, many traditional shopping centers have begun to try to reposition and make strategic transitions to ensure their healthy and long-lasting development. The TM Shopping Center project is the first commercial real estate project invested and developed by T Group, a local state-owned company in Tianjin, which is operated by a wholly owned subsidiary of T Group. Carrying the company vision of T Group's "Service Regional Development, Achievement of First-Class Enterprises", TM Shopping Center aims to build the first "family-based one-stop shopping center" in Tianjin Binhai New Area, while attempting to replicate it successfully to other projects developed and built by T Group. The shopping center opened at the end of 2014, in August 2015, due to the TM shopping center encountered "Tianjin Port 8.12 mega-fire explosion accident", coupled with the project's own problems, the project experienced the problem of merchant rent withdrawal, investment difficulties, poor business results. After experiencing many attempts ,such as adjust the rent and so on, the transfer of risk has not been achieved, so TM shopping center will face a passive transformation. Through the study of the theory of strategic transition, starting from the motivation of strategic transition, we can find the problems of TM shopping center in depth by questionnaire and interview method, analyze the internal and external motivations of the enterprise, determine the goal of its strategic transition around the enterprise's vision, analyze it by using SWOT analysis method, and thus formulate its strategic transition plan, that is, the strategy of differentiation and vertical strategy. According to the problems existing in TM shopping center, combined with its current situation and advantages and disadvantages analysis. to clarify the implementation of its strategic transformation, and finally, in order to enhance the stability of the strategy after the transition of the TM shopping center, the implementation of the strategy and risk control measures are put forward.
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