Study On Development Strategy Of Silver Plaza Group Co., Ltd

Since the reform and opening up, china’s retail industry ushered in the golden period of development in the recent 20 years, along with the rapid development of china’s economy, supermarkets, department stores, shopping malls flourish like bamboo shoots after a spring rain in almost every cities all over the country. In 2013, the national total retail sales of consumer goods reached 23trillion781 billion Yuan. But since the year of 2012, our country came into the economic development of the "new normal". We faced the dual challenges of the traditional retail’s excess capacity due to the stores long-term expansion and the electronic commerce’s rapid development. On the one hand, accompanied by a shift in China’s economy to slow growth, the income level of residents and social consumption growth was decreased significantly, all kinds of professional stores generally saturated in the country, individual regions and even facing the emergence of "closing the tide"; On the other hand, due to the rapid rise proportion of the total volume of retail sales, electronic business constantly eroding the traditional retail enterprise market share. The traditional retail industry will be faced with a fatal position if it doesn’t change.Silver Plaza Group Co.,Ltd belongs to the Shandong Commercial Group Corporation, which involves the supermarket, department store, shopping centers, convenience stores and e-commerce multiple formats. After nearly twenty years of development, it has nearly 200 stores of supermarkets and department store, and has been the retail industry leading enterprises in Shandong province. Silver Plaza Group’s development represents the rise and expansion history of the traditional enterprises. The retail industry have the opportunities of a sustained economic development, expanding retail market, improve residents’consumption,industry merger and reorganiz ation to speed up.But also faces the challenge of rising costs, the upgrade of the for mats and falling profits, etc. In the industry competition, Silver Plaza Group has advanta ges on scale,brand, the combination of the formats; but also has defects, like a lot of tale nt,management idea, store layout is unreasonable, etc. Combined with today’s China’s re tail industry, accelerate the transformation and upgrading of consumption structure, ent erprise merger integration accelerating, consumers increasingly, new development trend s such as retail architecture are perfect.I have the conclution that the company should ta ke the strategy of multiple formats, diversified, chaining, concentration, and accelerate t he convergence of various forms. In order to ensure the implementation of company stra tegic objectives, develop new retail model, improving the level of cooperation with sup pliers is necessary. In order to guarantee measures in place, the company should also take measures to improve human resources management, provide a key related ente rprise reengineering, etc.