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论文编号：	14452
作者编号：	2320213546
上传时间：	2023/12/22 16:50:17
中文题目：	RH购物中心数字化转型战略研究
英文题目：	Research on the digital transformation strategy of RH shopping mall
指导老师：	薛红志
中文关键字：	战略管理；战略转型；数字化；新零售；购物中心
英文关键字：	Strategic management; Strategic transformation; Digitalization; New retail; Shopping centers.
中文摘要：	中国商业地产行业目前正处在由增量时代转向存量时代的过渡阶段。由于2020年疫情黑天鹅导致的投资消费下降，资金流动减缓，行业整体竞争加剧，加之如京东、阿里等超级互联网企业开始布局线下实体商业场景，迫使传统购物中心开始重新思考商业模式。为在行业规模效应的驱动下，众多地产企业将数字化转型提升到战略高度，从管理和营销等多个角度同数字新技术一同重塑业务格局。商业地产行业的数字化转型，既是机遇，更是挑战。 在此背景之下，本文从大量文献中学习有关战略管理、战略转型和数字化、新零售相关的理论、文献和案例，发现目前对于企业数字化战略转型主要集中在对企业自身资源能力及内外部环境分析之上进行的，强调动态变化及创新。各种理论对于战略定位及转型的深度足够，但广度不足，尤其是受环境变化的商业地产行业，应如何进行战略转型，走出困境尚未有较多研究。作者认为商业地产行业应该有更多针对行业特点研究的案例，既能充实理论研究，也极具实操价值。 本文以RH购物中心为典型案例，首先对中国的商业地产行业现状进行了分析，说明了存量时代竞争压力大、疫情经济推动线上业务增长、全渠道营销触点打通数据链接等行业发展的趋势。之后介绍案例研究对象的背景、发展历程、资源能力以及数字化转型的内外动因，并提出RH购物中心的数字化转型战略具体内容。再学习借鉴其他同行数字化转型的研究方法，吸收融合作者在数字化转型的实践感悟和对数字化的理解，设计出针对RH购物中心的数字化转型战略方案。希望不仅能够给RH购物中心，还能给中国商业地产的数字化转型提供一定的参考价值。
英文摘要：	China's commercial real estate industry is currently in the transition stage from the incremental era to the inventory era. Due to the decline in investment and consumption caused by the black Swan of the epidemic in 2020, the slowdown of capital flow, the intensification of the overall competition in the industry, and the fact that super Internet companies such as JingDong and Ali began to layout offline entity business scenes, forcing traditional shopping centers to rethink their business models. In order to be driven by the scale effect of the industry, many real estate enterprises will upgrade the digital transformation to a strategic height, and reshape the business pattern with digital new technologies from multiple perspectives such as management and marketing. The digital transformation of commercial real estate industry is both an opportunity and a challenge. In this context, this thesis learns theories, literature and cases related to strategic management, strategic transformation and digitalization, and new retail from a large number of literatures, and finds that the current digital strategic transformation of enterprises mainly focuses on the analysis of their own resources and capabilities and internal and external environment, emphasizing dynamic change and innovation. Various theories are sufficient for the depth of strategic positioning and transformation, but the breadth is insufficient. Especially in the commercial real estate industry subject to environmental changes, there are not many studies on how to carry out strategic transformation and get out of the predicament. The author believes that the commercial real estate industry should have more case studies on the characteristics of the industry, which can not only enrich the theoretical research, but also have great practical value. Taking RH Shopping Center as a typical case, this thesis first analyzes the current situation of China's commercial real estate industry, explaining the development trends of industries such as great competitive pressure in the stock era, online business growth promoted by the epidemic economy, and omnichannel marketing touch points to open data links. After that, the background, development process, resource capability and internal and external motivation of digital transformation of the case study object are introduced, and the specific content of digital transformation strategy of RH shopping Center is proposed. Then learn from the research methods of digital transformation of other peers, absorb and integrate the author's practical perception and understanding of digital transformation, and design a digital transformation strategic plan for RH shopping center. It is hoped that it can provide some reference value not only for RH shopping Center, but also for the digital transformation of China's commercial real estate.
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