The Research Of Development Strategy Of Lianhua Hypermarket Based On SWOT Analysis

After China's entering into WTO, domestic hypermarket operators encounter more international powerful competitors, such as Wal-mart, Carrefour, Jusco, Metro, Vanguard, Parkishop, Hoyodo, Lotus supercenter, who has already established branch stores in the big and middle cities and influenced local market significantly. The changes of internal and external environment make the domestic hypermarkets face the survival and development problem, as well as the good opportunity in the future development. Nowadays, our hypermarkets are at the key development time. So to carry out the strategy research of the hypermarket is such urgent work.The paper uses enterprise strategy research theory to research the Lianhua hypermarket. By analyzing the strengths, weaknesses, opportunities and threats, the paper works out the strategy analysis report to help Lianhua Group make strategic plan and implementation plan. SWOT and other strategic analysis models have been adopted to make the research more practicable.