Enterprise Strategy Research Of Sanya Duty-free Shop

In the nearly decades of China, the national income kept on increasing, and consumption structure has been changed a lot. The superior consumable such as duty-free goods and luxury goods are more and more welcomed by chinese consumers. The off-island duty-free policy was implement in 2010, which open a door for the consumers in china to buy the duty-free imported items. This policy led to a rapid development of regional economy. At the same time, as a special industry, with little Reference experience, the companies in this industry, with the leading of sanya duty-free shop, are faced with challenges in sustained development.Based on the analysis of international luxury industry and the macro enviroment of China off-island duty-free industry, this paper take an objective research on the status, resource, and the core competitiveness of sanya duty-free shop, to find out advantanges and disadvantages of the shop through PEST and SWOT. Then, acordding to the result, this paper generated strategies for the sanya duty-free shop, which include tourism resources integration, product line expansion, customer relations, logistics optimization, marketing promotion and intelligent strategy.Besides, the paper also discussed how to established strategic evaluation system and the evaluation index to perfect strategy gradually to achieve the purpose of maximizing operating profit.