Strategic Analysis Of Retail Enterprises Under The New Normal

May 2014,Chinese President Xi Jinping put forward the new normal economy.There will be a major change in the way of competition and the competition environment between enterprises in China.In the new normal economic environment,business increasingly violent impact,the survival environment of retail enterprises happening great changes,changes in the environment requirements of retail enterprises to make changes,re planning the strategic deployment.This paper into China for 20 years,considerable industry representatives of the Japanese AEON group as the research target,for large retail enterprise carries on the strategic analysis,trying to find out the large retail enterprises in today's environment of survival road.The porter's five forces model and PEST analysis method to the research on target of industry analysis,using the SWOT model to the research on target their own strengths and weaknesses and external opportunities and threats analysis.Based on the analysis of the results,it is deduced that the strategy of the company layer is suitable for the study of the target.Through a series of analysis and deduction,this paper points out the three points necessary for the business level strategy in the development of China AEON group.And come to a conclusion that the strategic planning of the retail business is always to meet the needs of customers as the origin.The external environment is changing,which leads to the change of customer consumption habits and consumer preferences,retail enterprises need to chase the changes in customer demand,rather than a variety of short-lived hot spots".Only to meet the needs of customers in the first place,it will not deviate from the direction.