Research On Development Strategy Of Harbin Daoli Vegetable Market Group

Since the subprime crisis that happened in 2008, the pressure of China's macroeconomic downturn is significant. The traditional retail industry overall has encountered adverse situation of costs risi ng, sales declining and profits decreasing for multiple adverse factors, such as consumer downturn, rent and labor costs rising rapidly, e-commerce grow-up and so on. From the beginning of the second half of 2012, the tide of closing down appeared in the retail enterprises with the commercial format of chain supermarkets, convenience stores and department stores. As a traditional retail trade oriented enterprises, the overall operation of Harbin Daoli Vegetable Markets Group(H Group) is also affected. Therefore, H Group needs to use the enterprise resources rationally, cope with the adverse operating environment and plan the future development from a strategic perspective to indicate the direction for the next step of the development of enterprises.This paper is discussed using the enterprise strategic management theory, according to the logic clue of the development of the strategy. First of all, the internal resource of H Group is analyzed from the views of history and present situation of enterprise. Secondly, with the method of PEST and Michael Porter's five forces model, the macro external environment and the micro industrial environment of H Group is analyzed systematically. On the basis of these, the external opportunities and threats and the interna l advantages and disadvantages are analyzed with the method of SWOT Analysis.The mission, vision and strategic goals of H Group are presented. The future development strategy of H Group is established through the analysis of the strategic choice of it with the method of Boston Matrix Analysis. Finally, H Group should take effective measures to realize the strategic target in six aspects, including: deepening the enterprise strategic consciousness, attaching importance to human resource development and management, multi-channel financing to provide funding,increasing the level of operation management and etc.