Research On The Development Strategy For Hunan XinLianXin Business Chains Company

Enterprise development strategy is the strategy for enterprise development, is holistic, long-term, basic planning issues design for enterprise. Since China's commercial retail protection policy was at term in 2004, in the commercial chain market in Hunan, in the face of rapid influx of foreign retail chains, alliance between domestic large-scale supermarkets and general merchandise, and extrusion of a variety of retail formats, supermarket chains, in particular small and medium sized enterprises are faced with a huge pressure of competition. In this intense competitive environment, how Hunan XinLianXin commercial chains whose core business is supermarket chain choose a reasonable development strategy to survive in the cracks and development has become imperative.First, the article describes the background to the study supermarket chain strategy; and described the theoretical and practical significance, review of domestic and foreign supermarket chain strategy on research and proposed research contents and methods. Secondly, as Heart to Heart Commercial Chain Company for research object, its development and of nature and characteristics of supermarket chains are studied. From macro environment and industry environment, external environment are analyzed. And from organizational structure, human resources management capacity, financial resources, purchasing capacity and logistics capability and company culture these five aspects, inner environment of Heart to Heart Commercial Chain Company is analyzed. On these bases, strengths, weaknesses, opportunities and threats of the company are analyzed using SWOT Analysis method. Then, combing company's strategic objectives, a wide range of strategic integration plans are put forward, the final strategic plans are choused, and recommendations to cope with difficulties may be encountered in the implementation are put forward.Based on the results, this article made scale expansion, diversification and strategic alliances for Heart to Heart Commercial Chain Company in the complex environment, and to exert its advantage and remedy its disadvantage, which is different from the current supermarket chains'low-cost strategies.