Research On The Strategic Management Of China Home Improvement Retailer

Since 1990s, a deep innovation has been taking place in China retailing. The great potentiality of the market is attracting Chinese and foreign enterprises to enter the industry; as more and more multinational retailers coming into China bringing with the advanced management of retailing in the world, acuter and acuter the competition in the market has been becoming as well. In front of the globalization of the economy and competition, Chinese retailers are facing strong international rivals. In the rigorous situation, to enhance their competence is the only way for Chinese retailers to try to survive and develop. And the principal issue to increase the competence is to practice strategic management. How to strengthen the competence by strategy management? The thesis would like to try to give some answers by the research of Chinese home improvement retailing (CHIR).At first, analyzed the functions of strategic management to retailers, they were pointed out that the competitive strength is essential for retailers to be successful and strategic management is the chief precondition to cultivate and enhance the strength. In addition, after the PEST and industry analysis, the results showed that the macro environment is favorable, warehouse store jump onto CHIR and become the leading business type. As forecasted, the market capacity is great and the total will be RMB 612.7 billions by 2005 and 1018.0 billions by 2010; the capacity of 66 key cities will be RMB 353.3 billions by 2005 and 755.7 billions by 2010. The 66 cities should be targets for the warehouse store by 2010. Furthermore, the "5 forces" were analized and the priority was listed.Furthermore, based on the theories of strategy management and supply chain management, they were drawn that the corporate strategy, SUB strategy, functional strategy and practical meatures as well after the value chain, SWOT and BCG matrix analysis of Orient Home, as a case, aimed on cultivating and upgrading the competances.Finally, contrasting the earliest Home Depot with the present Chinese company, we foresaw that big home improvement retailers would appear in China in 10 years. And it was viewed as well that the future picture of successful home improvement retailor.