Research On The Development Strategy Of Jinan Ginza Supermarket Under The "new Retail" Situation

In recent years,with the rise and thriving of the E-commerce,the traditional retail industry has been under the double impact from both online and offline.On the one hand,the overwhelming E-commerce had innate advantages in the fierce competition with the low prices,large quantities of goods,low access threshold and so on.On the other hand,with the gradual disappearance of China's demographic dividend,the actual pressures such as labor cost,logistics cost,rental cost,and storage cost have gradually reduced the profit margin of the traditional retail industry.Many former retail giants have closed or even closed down.In October 2016,Ma Yun,chairman of Alibaba Group,first put forward the concept of "new retail" and proceed to invest in large chain retail enterprises such as Gaoxin Retail and Sanjiang Shopping,setting off a "new retail" business war throughout the country.Strategic management is a strong guarantee for the development of enterprises.Only by doing a good job in strategic management and selection,can enterprises gain a firm foothold and expand their share in the current fierce market competition.This thesis takes Ginza Supermarket in Jinan as an example.With the current popular concept of "new retail" as the breakthrough point,starting from the operation condition of Ginza Supermarket in recent years,combining with the strategic choice adopted by the companies of Ginza Supermarket,the thesis uses the strategic management analysis methods such as PEST,SWOT,Porter's Five Forces Model to analyze the external environment and internal resources of the enterprise and to find out the reason for decline in corporate profits.Based on the analysis of the results and the research results of strategic management of retail business in China,this paper puts forward some countermeasures and suggestions on the sustainable development of Ginza Supermarket under the new retail situation,such as differentiated management,opening up new markets and improving the business format from the perspectives of basic competitive strategy,environmental strategy of different industries and market competition strategy.The innovation of the thesis lies in the fact that it closely follows the development hotspots of the industry,explains in detail the background and connotation of “new retail”,and analyzes the inevitability of “new retail” and its impact on existing enterprises from the perspective of research.From the perspective of buyer's market and business management theory,this paper compares the market demand and consumer response before and after the emergence of "new retail" and combines the strengths and weaknesses of the current strategy of Ginza Supermarket,and puts forward targeted and feasible strategic suggestions,which can help enterprises to develop well in the future and fully tap their potential.