Community Department Stores In China Development Strategy

Since reform and opening to promote the development of productive forces and economic stability, healthy and rapid development of China's GDP in 2010 has surpassed Japan, ranking second in the world. As China's economic and social development, living standards for consumers, consumption structure and consumption concept has undergone enormous changes. With China's accession to WTO, but also a world retail giant a huge market opportunity in the lure of the domestic retail market under the landing, making the fledgling state-owned retail enterprises face more intense competition in the market, while foreign retailers to learn from each other, and integration. With the acceleration of urbanization and the rapid development of rail transport, especially in China's urban residents of the city to the suburban line moves, along with consumer demand for diversified and personalized, our sub-department store forms emerged, in which the community department store display out of a strong vitality and rapid development momentum.In contrast, the current form for the research department of the community less, what features the community department store form, the positioning in the competitive market, retail and department store forms diverse community enterprises should adopt development strategies, etc., of community How department stores in the fierce market competition survive and develop into the present we face a new topic.This choice of the Beijing GOLDLONG SHOPPING CENTER chain department store as the research object, based on the theory of Western retail to retail and department stores of the development process, development status, development trends as background, department stores operating under the GOLDLONG SHOPPING CENTER status, problems and analysis, through the SWOT analysis, the use of management, marketing, corporate strategy's basic principles, proposed as the representative of GOLDLONG SHOPPING CENTER department store chain's current community development strategy, that is, out of a department store & supermarket as the main force in multi-form coexistence model of development of community shopping centers, to enhance the effectiveness of single-store basis, the expansion of scale to enhance the core competitiveness of the development strategy. Through the analysis of development strategies of department stores, promote the development of our community department stores. This text is divided into four parts:Partâ… :Theoretical review of Retail Business Development, focuses on the evolution of five retail business revolution, the six theories of retail forms change, and the development trend of China's retail industry analysis and forecasting. Partâ…¡:From the department store industry in the development process, the characteristics and the existing problems, after finishing the five sub-department store forms, and forecasts the development trend of the department store industry.Partâ…¢:From the community department store development and the characteristic, choose the GOLDLONG SHOPPING CENTER as the object of study for the development status of its SWOT analysis.Partâ…£:Propose development strategy of GOLDLONG SHOPPING CENTER, a community shopping center model, and the six specific strategies:a clear market position, enhance core competitiveness, brand strategy, marketing strategy, service strategy, network marketing strategy.