Research On Optimization Of ST Coffee Company's Growth Strategy In Quanzhou

The development and growth of enterprises cannot be separated from chain operation,which is an important means.Since its origin in the United states in the 1860 s,chain operation has been widely concerned by the academia and entrepreneurs.After a long time of development and precipitation,chain operation mode has become relatively mature.Because the chain operation model has a strong replication,enterprises often use it to rapidly occupy the target market and consumer groups in the period of market expansion,but when the market owned by enterprises tends to mature,the limitations of the chain operation model will be highlighted,and the growth of enterprises will be greatly affected.China's regional market gradually buy mature period,the development of chain enterprises and rate has begun to decline.ST coffee company entered the Quanzhou market in September 2012.In the process of rapid expansion,a series of derivative problems were derived: high density of business area layout,homogenization competition,declining service experience,declining profitability of single store,etc.,which affected the healthy operation of the existing strategy.Based on the existing problems and development bottleneck,this paper uses PEST,five competition models and competitor analysis matrix method,the research on strategic adjustment on the basis of the theory and the chain operation theory,summarizes the theory of strategic adjustment and the chain operation theory research present situation,then the ST coffee company in Quanzhou area existing strategy,and the problems were analyzed,and the strategic adjustment are put forward based on the existing problems of the specific solution,finally according to the execution of strategic adjustment scheme,specific protection measures are put forward.Through the research on the strategic adjustment of ST coffee company in Quanzhou region,on the one hand,it can help enterprises to implement effective growth strategy optimization scheme and safeguard measures,on the other hand,it can also create opportunities for enterprises to upgrade development,and provide certain reference for the development and growth of other companies.