近几年随着国内中产阶级的兴起壮大、城市化的推进、人民消费水平的提高， 商业地产迎来了新的发展契机，另外加之住宅市场遭遇频繁调控，商业地产投资 呈快速增长态势，各城市商业地产项目建设突飞猛进，其中商业地产类大型购物 中心项目不断出现，使得购物中心的经营利润率下滑严重，同行业竞争日益激烈， 面对市场的激烈竞争，企业需要制定竞争战略，可持续性健康发展，本文运用企 业竞争战略理论及相关分析工具，提出了运用新技术、新零售经营模式，利用具 有竞争力的招商平台合作优秀供应商，采取智能化场景思路进行运营管理，来提 高企业竞争力，为企业的发展指明方向。 本文以广州增城万达广场有限公司为研究对象，首先对企业发展面临的宏观 环境进行PEST分析，结合企业面临的行业环境与市场环境，进行了竞争态势分 析，从其所处的市场状况角度出发，对其外部机遇与挑战进行剖析，而后对企业 的内部环境进一步分析，总结了其优势与劣势，对企业的内、外部环境剖析综合 运用了EFE与IFE矩阵分析工具。然后运用SWOT矩阵分析工具，进行相关信息 匹配，最后采用了QSPM矩阵定量战略计划分析工具，确定广州增城万达广场有 限公司应该采用差异化竞争战略，并且制定竞争战略的实施与控制。 本文对广州增城万达广场有限公司所面临的内、外部环境，进一步制定适合 实际经营状况的差异化竞争战略，本文的意义是在于，通过综合分析得出竞争战 略，提高销售利润可持续性发展，提高在行业中的竞争力，同时，在商业购物中 心规模化发展严重同质化的今天，通过竞争战略研究，解决以上问题不但对广州 增城万达广场商业企业具有重要意义，而且能为商业地产行业的其它类似购物中 心企业，提供新的解决思路。 关键词：购物中心；差异化；竞争战略；实施与控制 MBA学位论文 作者：徐长伟 广州增城万达广场有限公司竞争战略研究 II Abstract In recent years, with the rise of the middle class in China, the advancement of urbanization, and the increase of people's consumption level, commercial real estate is embracing new opportunities of development. In addition, the housing market has experienced frequent adjustments, and commercial real estate investment has grown rapidly. The construction of urban commercial real estate projects has progressed by leaps and bounds. The continuous emergence of commercial real estate shopping mall projects has caused the operating profit margins of shopping centers to drop seriously. Competition within the industry has become increasingly severe. In the face of market severe competition, companies need to formulate more competitive strategies and operate sustainably. For this purpose, this article uses the theory of corporate competitive strategy and related analysis tools, and proposes the use of new technologies and retail business models, with the help of competitive investment platform to cooperate with outstanding suppliers, adopting intelligent scenarios to conduct operations management, to improve enterprise competition and provide guidance to further develop the company. This article takes both the inside and outside atmosphere of Guangzhou Zengcheng Wanda Plaza Co., Ltd. under consideration. First of all, it conducts PEST analysis on the macro-environment enterprise facing wile development, combines the industry and market environment to conduct competitive situation analysis, and concludes that the company is facing external opportunities and threats. Further, it summarizes advantages and disadvantages by comprehensively using EFE and IFE matrix analysis tools in internal and external environmental analysis. Finally, using SWOT matrix analysis tools for information matching, and using QSPM quantitative strategic planning matrix analysis tools and concludes that Guangzhou Zengcheng Wanda Plaza Co., Ltd. adopts a differentiated competitive strategy, and formulated the implementation and control of the company's differentiated competitive strategy. This thesis develops a differentiated competition strategy for Guangzhou Zengcheng Wanda Plaza Co., Ltd. in accordance with the actual situation of the company. The significance of this paper lies in the analysis of competitive strategies to increase the sustainable development of sales profits and improve the industry In terms of competitiveness, at the same time, considering the massive homogeneity of the development of commercial shopping malls, to solve these problems through competitive strategy research is not only of great importance to the Zengcheng Wanda Plaza commercial enterprise in Guangzhou, but also to other similar shopping in the commercial real estate industry. The center company provides new solutions.