Innovation strategy in crisis: A case study of Hangzhou Tower Shopping Center

Global financial crisis has produced a direct and significant impact on retailers. This paper made a case study on the innovation strategy of Hangzhou Tower Shopping Center in the context of global economic crisis based on retail innovation and global value chain theories. The article proposed: under the background of global financial crisis, an importance strategy which retailers should take is to set up and carry out global value chain innovation strategy system, in order to promote the position in the global value chain and strengthen its global value chain words power and control power.