Study Of Strategy For Sales Growth For Beijing Hualian Department Store Chengdu Branch Store

Confronted with unlimited opportunities as well as great challenges. Large quantity of foreign-funded retail enterprises, with their unique superiorities in resources and brands, are occupying the domestic retailing market (especially general merchandise market).On the other hand, with continuous growth of national economy and improvement of consumption level of the residents, a golden age for general merchandise retailing has arrived, which has been giving rise to more drastic market competition. How to respond to the impact of external macroscopic environment change on enterprises and how to win the competition in virtue of external advantages of the enterprises have become one of the major issues in front of general merchandise retailing enterprises.In the article, with the theory of marketing strategy as guiding ideology, through case study of Beijing Hualian Department Store Chengdu Branch Store, on the basis of detailed analysis of the general environment and competition situations of general merchandise retailing and present situations and development trend of the industry in China and foreign countries, a study is made on how to apply more flexible and effective marketing methods under the circumstance of drastic market competition after China's entry into the WTO to increase new approach of profit-making and promote sales growth so as to maintain competitiveness and sustainable development of the enterprises.In Chapter 1 and Chapter 2 of this article, environment and situation of development of the whole retailing industry are explained. In Chapter 3, macroscopic environment of Beijing Hualian Department Store Chengdu Branch Store are analyzed in detail by means of PEST analysis, Porter's Five Force Model Analysis while In Chapter 4, the internal environment of Beijing Hualian Department Store Chengdu Branch Store is described in detail. In Chapter 5, combing with the external and internal environment analysis inferred in Chapter 3 and 4, the advantage and disadvantage of the enterprise is explored with SWOT Analysis in order to to provide powerful basis for working out strategy for sales growth. In Chapter 6, detailed program centering on sales volume growth is described. Based on study of strategy for sales growth for Beijing Hualian Department Store Chengdu Branch Store, the article can be used as a reference for the general merchandise retailing enterprises in obtaining continuous profit growth and sustainable development.