Explore The Development Strategy Of China's Large-scale Retail Enterprises

With the development of economy, rising of new retail format and advancement of business technology, some enterprises are growing up quickly to be large retail enterprises and taking up leading status.According to the acceptance of entering WTO, we will cancel the restriction of region and number of foreign retail enterprises at the end of 2004. It means that the competition of retail industry is more and more internationalized and becoming one of the most intense one. Facing the intense competition, many retail enterprises of our country pay more attention to the decision-making of tactics. However, if the strategy is wrong, the enterprise will not get victory in the competition even if the tactics are wonderful. Therefore, it is an important task to make and implement correct development strategy for the large retail enterprises of our country.The thesis consists of four parts. Firstly, I analyze the general situation of China's retail industry. Second, I study the advantages, strategy goals and impact to China's retail industry of foreign retail enterprises. Then, I analyze the running situation and outer environment of large retail enterprises of our country according to the method of SWOT. At last, on the basis of the above analysis, I come up with the general development strategy and strategy emphases of large retail enterprises. The general development strategy is to orientate precisely, innovate business format, expand scale especially by building groups, foster core competence and get competitive advantage so as to expand market quotient and get more profit. And the strategy emphases inclusive: 1) to orientate precisely and innovate business format; 2) to implement the strategy of building enterprise group;3) to outspread step by step;4) to foster core competence.