The Research On The Competitive Strategy For Zhu Zhou Department Store Co.,Ltd

Currently C hina is the retail market with the fastest growth in the world along with its opening to the outside world, and there are many foreign- funded retail enterprises have begun to permeate through the second and third- tier cit ies from the first-tier cit ies which tend to have saturated markets, and the retail enterprises in China have also generally adopted a strategic plan of scale expansion. During this special period of meager profit, Zhuzhou Department Stores Co. Ltd. must develop a unique competit ive strategy according to current competitive environment of retail trade. Therefore, competitive strategy is the most important study topic of Zhuzhou Department Stores Co. Ltd.Taking Zhuzhou Department Stores Co. Ltd. as the research objective, this paper is intended to discuss how to grasp the current competition advantages and disadvantages under the context of the coexistence of opportunities and threats, in order to exert advantages and avoid disadvantages in the strategy selection so as to further come up with competitive strategy suitable to the development of enterprises.Firstly, the paper provides introduction of the current development status and existing issues for the retail industry in C hina, and offers presentation of the development background and current situat ion for Zhuzhou Department Stores Co. Ltd. What’s more, it continues to elaborate the practical significance of the competitive strategy on the company in today’s uncertain business environment. Moreover, from two perspectives of macro environment and industry environment, this paper finds out the environmental factors impacting the company’s future development as well as the company’s opportunit ies and threats which would be resulted from such impacts. In the meanwhile, through the analysis of the company’s internal value chain, this paper further identifies and evaluates the company’s key resources and abilit ies in order to grasp the company’s current competitive advantages and disadvantages and further facilitate to exert advantages and avoid disadvantages in the strategic selection. Furthermore, based on the analysis of internal and external environment, this paper defines the company’s mission and vision, develops strategic objectives, and determines the company’s strategic positioning and the best strategic which matches the company resources. At last, with combination of the company’s own resources and ability and in accordance with the strategic direction and the methods, this paper carries out the basic princ iples for implementation of the strategy, and puts forward the effective implementation and safeguard for the competitive strategy.Taking strategy formulation, strategy imple mentation and strategic control as the overall idea, this paper adopts combined research method of theoretical research and practical application as well as integrated research method of qualitative analysis and quantitative analys is. Then on basis of the theory of competit ive strategy and with combination of the specific practice and the actual situation of Zhuzhou Department Stores C o. Ltd., as well as taking the company’s past and present issues and statistics data into consideration, this paper carries out research on t he competitive strategy of Zhuzhou Department Stores Co. Ltd. with an extensive and in-depth perspective.