The New Plaza Collar Company's Development Strategy Study

China achieved rapid economic growth and raised people's living standards through reform and opening up to the outside world over the past three decades. Sustainable and stable national economy healthy and rapid development provides the development of China's retail industry a good environment.Direct Marketing in China also grow up rapidly, the business model, the marketing idea, product innovation and development of modern management methods are with the world change.Traditional retailers provide services within their effective radius, the number of customers,the business scale are limited, while the Direct Marketing industry, breaking down geographical and spatial constraints, they spread the product information directly to users through the catalog, Internet, television and other media, and they solve the logistic and payment by COD or other technique, driven by the revolution of science and technology, Direct Marketing have pushed the traditional retail into a whole new level.Eastlink, the forerunners in China Direct Marketing, facing the opportunities and challenges, companies need size up the situation, guide the enterprises to develop strategic plans for future. In this paper, by the core strategic management theory, combined with competitive analysis, modern marketing theory, operations management theory, using the scientific method, seeks to analyze the new market environment, the company's own resources and the capabilities for Eastlink, to build a new strategy and objectives in the current environment, in accordance with this goal, and target the company's deficiencies, proposed the suggestion for the management. Writer hope that this paper can provide Eastlink a meaningful planning and suggestion from analyzing the external economic and industry environment, competition pattern, strategic, governance, market positioning, management, etc.