Sun Strategic Analysis And Selection Of Department Stores,

State-owned department store, one of the main organizations of China's retail industry is in the process of great structural change in the domestic market. This paper studies the strategy of Yang Guang Department Store, a typical state-owned department store. In the paper, the author tries to use some tools as BCG matrix,SWOT matrix and strategic group, etc. The thesis analyzes the external (including general environment, specific environment and industrial prospective analysis) and internal (including performance evaluation, strengths and weaknesses analysis) factors. The author tries to refine some important factors with external and internal factors analysis and tries to supply several strategic schemes. And then, the author draws some conclusions, such as lower efficiency, weaker marketing competency and lack of core competitive strength of Yang Guang Department Store, and suggests that it should employ retrenchment strategy and differentiation strategy for some reasons in the short term. The differentiation strategy calls the company to avoid the similarity of commodity structure with its competitors and establishing a special market position.