Jinying Trading Group's Diversified Development Strategy Research

In recent years,China's economy continues to expand the scale,the urbanization continued to implement and improve the level of national income,China's domestic consumption market is entering into a golden period of strong growth.With the development of electronic commerce technology,increase of online sales,increase in the number of shopping malls,people's consumption habits and consumer preferences are also changing.Retail stores have been considered the most important retail format.After the high speed development of the stores,the pool mode and many brands have been considered the advantages of the stores.Now the advantages turn into the disadvantage.Many traditional department stores began to carry out a new round of transformation and adjustment,to meet consumer demand,enhance operating performance,to ensure their continued operations.Golden Eagle Retail Group focused on the development of high-end fashion chain store retail business.In2006,it listed on the Hong Kong stock exchange.After 20 years of development,Golden Eagle Retail Group has been successful in Nanjing,Xuzhou,Taizhou,Nantong,Kunming,Shanghai,Xi'an,Hefei and other places to operate 28 stores.In 2014,Golden Eagle Retail Group Develop new commercial format,it called All Life Center.The new commercial format provide customers with a full range of shopping.In this paper,in order to Golden Eagle Retail Group as the research object,in-depth analysis of the Golden Eagle business are facing internal and external environment.And based on this analysis,using the SWOT analysis method to analyze advantages,Weaknesse,opportunities and threats of Golden Eagle Retail Group.And according to the vision and mission of the Golden Eagle Retail Group,summarize the diversification strategy.And put forward the improvement suggestion to the present strategy implementation.Finally,this paper put forward the safeguard measures of development strategy of Golden Golden Eagle Retail Group from the corporate culture and management.Through the reach of the Golden Eagle Retail Group development strategy,explore the foundation of the development.And provide reference basis for the strategic transformation of the traditional department stores.