本案例由江南大学商学院的朱和平教授团队撰写，江南大学商学院案例中心研究院任瑜全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。
摘要：本案例描述位于江苏省无锡市惠山区玉祁镇著名生态湿地的玉祁商业广场，在乡村市场不景气和网络经济的双重冲击下，由于开发商的决策失误和资⾦链断裂导致进⼊破产流程，正处在岌岌可危之境况。此时，HD会计事务所的冯凯临危受命，分析为何会深陷困局，着手重点解决招商问题以及转变购物中心经营理念。具体通过研究新型城镇化的政策法规，精确调研无锡乡镇商业市场，了解玉祁及周边镇区常住居民的消费需求，把项目打造成集餐饮、购物、休闲、娱乐等商业功能和文化、体育、卫生、教育等便民设施于一体的新型乡村购物中心。在日常运营中，持续创新不断提升购物中心的核心竞争力，从业态上来说从传统商业向新零售转变，从价格上来说从低价策略向组合定价转变，从渠道上来说从传统路径向平台传播转变，从营销上来说从广撒网向精准推广转变。概括来讲，玉祁商业广场后期充分利用社交网络和移动平台等手段推广，促进商场与镇区居民的互动，并积极开展社会公益活动，履行社会义务，在社会和公众中树立良好的社会形象，扩大了项目的知名度和美誉度。本案例以无锡玉祁商业广场面临的内外部环境为主线，通过对企业战略的深入分析，试图帮助学员理解如何评估企业所处环境，对乡村购物中心的变革和发展有着一定的启示意义。
关键词：乡村购物中心；新型城镇化；消费商圈；业态组合；创新
Wuxi Yuqi Commercial Plaza: Innovative positioning of rural shopping centers
Abstract: This case describes the Yuqi Commercial Plaza located in the famous ecological wetland of Yuqi Town, Huishan District, Wuxi City, Jiangsu Province. Under the double impact of the rural market downturn and the network economy, due to the developer's decision-making mistakes and the break of the capital chain entered bankruptcy process and is in a precarious situation. At this time, Feng Kai from HD Accounting Office was ordered to analyze why he was in deep trouble, and began to focus on solving the problem of investment promotion and changing the business philosophy of the shopping center. Specifically, by studying the policies and regulations of new urbanization, accurately surveying the commercial market of Wuxi townships, and understanding the consumption needs of permanent residents in Yuqi and surrounding townships, the project will be built into a combination of catering, shopping, leisure, entertainment and other commercial functions as well as culture, sports, A new rural shopping center integrating health, education and other convenience facilities. In daily operations, continuous innovation has continued to enhance the core competitiveness of shopping centers. In terms of formats, it has transformed from traditional commerce to new retail, in terms of prices, from low-price strategies to combination pricing, and in terms of channels, from traditional paths to platforms. The transformation of communication, in terms of marketing, has changed from wide-spreading to precise promotion. In general, Yuqi Commercial Plaza will make full use of social networks and mobile platforms for promotion in the later stage, promote the interaction between shopping malls and town residents, and actively carry out social welfare activities, fulfill social obligations, and establish a good social image in the society and the public. , to expand the visibility and reputation of the project. This case focuses on the internal and external environment faced by Wuxi Yuqi Commercial Plaza. Through in-depth analysis of corporate strategy, it tries to help students understand how to evaluate the environment in which the company is located, which has certain enlightening significance for the reform and development of rural shopping centers.
Key words: rural shopping center; new urbanization; consumer business circle; business combination; innovation
