Strategic Management. Parkson Corporation

Along with China join to the WTO, the rapid economic development, and the deepening of the reform and opening up, the competition in the market increases. In 2004, a self-employed chain store-Baisheng has set up in Wenjiang District of Chengdu. Up to now, Baisheng already has owned four branches, which has experienced the hardtimes, bitterness and happiness in the pioneering period. With the growing of Baisheng's scale, the managers felt confused. They have to think about the future of Baisheng,such as how to run the business, and how to win in the dramatic competition?In this paper, I would like to analyse the strategic management in Baisheng Chain Store, according to the basic theories on strategy and chain store managements. The details as are following:1) the introduction of Baisheng chain store, and shortages; 2)to explore the basic theory for strategic managent and chain store operation; 3) analyse the situation of Baisheng from four aspects:internal and external, the chain store industry, SWOT; 4) put out the strategy and solution in competion for Baisheng.The paper include chapters:Chapter One, introduces the Baisheng chain store and Pointis out that the Baisheng chain store problems on management.Chapter Two, gives the definition of strategic management and chain store.Chapter Three, analyses the situation of Baisheng from internal and external.Chapter Four,proposes the option of the strategic of Baisheng chain store. First of all, the author points out the Baisheng chain store's shortage, and SWOT analysis the pushes out the strategic target and establishes the general stategic competion.Chapter Five, past forward the control and implementation of the strategy.In this paper, the author analyse the Baisheng chain store in the internal and external environment analysis. The author analyse industry and SWOT. Through these,the outhor sum up that Beisheng chain the overall development strategy to stabilize are the growth strategy. The Competitive Strategy is target strategy that contains differentiation strategy and the overall cost leadership strategy. And proposed the establishment of efficient organizational structure, improve logistics and distribution capacity and improve the information management system, and strengthening the company's corporate culture-building measures, such as the implementation of the strategy. At present, through the implementation of the strategy and control, Baisheng chains has led to a good start of the development of the business.Of course, as a result of my limited knowledge, the paper is bound to be errors and omissions so I hope each teacher and researcher have some advance for this paper.