Wuhan New World Department Store Co., Ltd. Development Strategy

With the period of rapid development of global economic integration, the marketeconomy system of China continued to deepen the process of economicprosperity is rapid with international standards. Urban residents’ living standards areimproving, and the traditional retail industry is facing a huge impact brought by thechanges of consumers’ behavior that is one of the main factors which influentthe development of retail formats.The research is aimed at the changes including the changes of consumer’s behaviorand development of retail format. Finding the interaction of them, we can analysis andforecast the future direction of China’s urban consumers’ behavior, and the trend of thefuture of retail formats.In this paper,, we focus on the company of Wuhan New World Department Store as atarget with the basic research methods of strategic analysis. Through the externalenvironment analysis and SWOT analysis within the company, we find out advantagesand disadvantage, future opportunities and threats from its macroeconomic, market andenvironmental analysis. The research of the company’s competitive advantages to arriveat the Wuhan New World Department Store in the new market economy environment.Through research, Wuhan New World Department Store Co., Ltd. within the nextfive years should be broken down in order to adhere to the high-end market positioning,constantly, optimizing the brand, to business initiative to respond to market changes,,refining the consumer service, and improving the store environment,reflecting atmosphere of the company planning programs.