Research On The Development Strategy Of ZC Business Group Co.,LTD Under New Retail Environment

This article takes ZC Business Group as an example.ZC Business Group,which is located in Jingmen City,Hubei Province,is a local private commercial and trade enterprise.Based on the “new retail” business model and multiple analytical tools,This article contains four parts.The first part is the introduction.It starts by stating the background,research object,research method and theoretical basis of the research.Then it focuses on the definition of "new retailing" and the business and market logic of "new retailing".In the second part,analysis tools such as PEST,Porter's five-force model and SWOT are used to systematically analyze the macroscopic and microcosmic environment of ZC Business Group.And hence the main policy of "reorganization,normalization" and integrated approach to develop the "new retailing" business are considered as the core strategy.In the third part,firstly aiming at the ZC Business Group 's "new retail" strategic development process,implementation principles are discussed,i.e.taking advantages and avoiding disadvantages,advancing in proper sequence and following the principle of "easy ones" preceding "hard ones",adjusting dynamically and innovating continuously.Secondly,the strategy implementation suggestions are given in terms of the following five aspects: strategic goal decomposition,enterprise culture construction,organizational structure optimization,financial dilemma dissolving and consumer education.Finally,based on the analysis of the possible risks,this article further puts forward the strategic target that ZC Business Group will blossom into an influential "new retailing" business circulation enterprise in Jingmen local area in the next five years.The fourth part is the conclusion,which reviews the whole article and proposes the insufficiency of the research and the suggestions for the further study.The research significance of this article is mainly reflected in the following three aspects: First,it helps to clarify the current status of the “new retail” and the theoreticallogic behind the market and economy;second,combining with the specific enterprise,it thoroughly analyzes the influencing factors faced by the traditional commerce and circulation enterprises in the process of developing the "new retail" strategic transformation;Third,it explores the strategic transformation path and measures for the development of the "new retail" business model,hoping to provide reference for other enterprises.