Research On Competitive Strategy Of Quanfuyuan Supermarket Based On New Retail

Since the reform and opening up,with the rapid development of the economy and the progress of science and technology,the retail industry in China has undergone tremendous changes.In recent years,the consumption continues to upgrade,in big data,cloud computing and other innovative technology increasingly mature conditions,the retail industry is undergoing a new transformation.The concept of "new retail" was first proposed by Alibaba founder Ma Yun in 2016,as a result of the trend of integration and complementarity between traditional retailing and e-commerce.Under the background of the rapid development of the new retail industry,how to face the increasingly fierce industry competition and further improve the competitive advantage of the entity retail enterprises will become the future life.Existing problems that are urgently needed to be solved by development.Based on the theoretical analysis of retail competition strategy,this paper analyzes the industry competitive environment of Quanfuyuan supermarket by using five-force model,and uses IFE and EFE models to analyze the internal strengths and weaknesses of Quanfuyuan supermarket,respectively,and makes use of the five-force model to analyze the industry competition environment of Quanfuyuan supermarket.The external opportunities and threats are analyzed and evaluated.On the basis of the analysis of the internal and external environment of Quanfuyuan supermarket,the problems existing in the competition are summarized.In view of the internal and external environment ofQuanfuyuan supermarket and the problems faced by it,the competitive strategy suitable for its own development is planned and designed.By analyzing the applicable conditions of the three competitive strategies and using the QSPM model to quantitatively evaluate the alternative strategies,the differentiated competitive strategy is finally determined,and then from the perspective of organizational structure and human being.Five aspects of resource management,enterprise culture,consumption scene and marketing strategy are designed.Finally,the guarantee measures for the implementation of differentiation competition strategy are formulated to ensure the effective implementation of the differentiation competition strategy.In order to make enterprises invincible in the competition,better adapt to the changes in the retail industry environment,in order to achieve the sustainable development of enterprises.