Transformation Of The Traditional Analysis Of Digital Stores Under The Strategic Management Perspective

With the continuous development of China economy, people’s living standards rising. Especially since twenty-first Century, the electronic information industry "blowout" type of development, the electronic products, the huge demand contributed to the PC, mobile phone, digital based hypermarket was born. In the past ten years, digital store business is prosperous. But with the development of the science and technology, the financial crisis, the business popular, the traditional digital store huge impact. In addition, the traditional digital stores there are shortcomings of the management, product quality and service quality problems, caused the traditional digital stores up business go from bad to worse, facing bankruptcy. In order to change the current difficulties, to regain the industry dominant position, the transition of the traditional digital store to upgrade imminent.Under this background, with EGO digital store for example, the use of strategic management theory of knowledge related to the internal and external environment of the SWOT-PEST analysis, and through the establishment of SWOT-PEST matrix model, to find a solution to the problem. Has the important theory significance and the practical significance for the transformation and development of traditional digital store. The specific contents are as follows:The first chapter is the introduction part, introduces the background, purpose and significance of the study. Investigation and analysis of the related literature both abroad and domestic, looking for ideas and research methods of problem solving.The second chapter is the part of theory study, the connotation of the strategic management theory, the basic structure and the analytical framework for the theory of learning and consolidation.The third chapter is the part of case analysis, this paper takes EGO stores as the research object, the opportunity and the threat using the SWOT-PEST analytic method to EGO the internal environment superiority and the inferiority, the external environment were analyzed, and the establishment of the SWOT-PEST matrix. And according to the matrix of EGO at present situation of strategic analysis.The article finally formed four alternative strategies, based on internal advantage, transformation with strain SO strategy; grasp the external opportunities, to achieve internal structure optimization and upgrading of the WO strategy; rely on internal advantage, effectively avoid risks ST strategy; store internal channel innovation, realize win-win strategy WT.