Study On The Development Strategy Of Guoguang Commercial Chain In JiangXi

Economic development has always been the focus and hot issue of social development.With the deepening of Sino-US trade frictions in 2018,China's current and future economic development has become a hot issue.The retail industry has always been the most direct manifestation and response of economic development.This paper studies the current operating situation and future development strategy of Jiangxi Guoguang Commercial Chain Company,a regional chain retail enterprise in a third or fourth-tier city.The main research contents are as follows: introducing the background and significance of the research;summarizing the current situation of the research on enterprise strategy at home and abroad;introducing the theoretical achievements of enterprise strategy,enterprise strategic management,retail development and retail development;and using strategic analysis methods such as PEST and SWOT analysis,deeply analyzing the internal and external environment of the enterprise and the advantages it faces.Advantages,disadvantages,opportunities and threats.On this basis,the paper makes a strategic study of Guoguang's market in Ji'an city,conducts a research through questionnaire survey and internal investigation.According to the current situation of Guoguang,and combines the vision,mission and strategic objectives of Guoguang's enterprises,it puts forward the future development strategic plan of Guoguang.The strategic goal is to stabilize the southern Jiangxi region,consolidate the surrounding counties and cities,and expand the northern Jiangxi region.And strive to expand the Jiangxi market steadily to cities outside the province by 2025,and enter the top ten of the national chain retail industry by 2030.In order to achieve the above strategic objectives,the corresponding strategic measures of Guoguang are put forward: product diversification strategy,market diversification strategy,procurement strategy,marketing strategy and human resources management strategy.It is hoped that it can not only guide the development of Guoguang in theory,but also provide experience and methods for other similar enterprises in formulating development strategies.