Study On The Development Strategy Of Ginza Group Co.,Ltd.

Strategic management theory is a guiding planning theory for the development of enterprises.It guides the direction of the development of enterprises,orientates products and provides management strategies.Now China's commercial real estate projects are developing rapidly.Traditional retail department stores can no longer meet the development of China today.It is also necessary to make strategic adjustments to effectively combine commercial real estate and retail development.Through the study of Ginza Group,this paper summarizes the new development ideas of the combination of commercial real estate and retail.Because the development of Ginza Group meets many problems and is in the transition period,we analyze the external environment and internal environment of Ginza Group through SWOT analysis,PEST analysis and Porter's five-force model.We analyze the policy environment,economic environment,consumer purchasing ability,business layout,operation ability and management ability of Ginza Group respectively,and summarize the existence of Ginza Group.Problem.Then,by comparing the comparatively good similar enterprises in China today,drawing on the most advanced strategic management theory and the most feasible strategic practical experience,according to the strategic development of Ginza Group at the present stage,the strategy of Ginza Group is redesigned and adjusted,including(1)Integration strategy: To achieve commercial real estate project development,operation of one development strategy;(2)Diversification strategy: developing real estate,supermarket and professional business management operations,give up some weak department stores and carry out supermarket-type change;(3)Low-cost strategy: reducing the price of retail products,positioning Ginza Mall as the middle and high-end;(4)Differentiation strategy: three levels of shopping mall differentiation,into "Ginza Mall" and "Ginza Alteras" two types of differentiation;(5)Focus strategy: from the current focus on all-round consumers to focus on high-end income groups in services.Based on the above strategies,a series of safeguard measures have been formulated:(1)the development planning of human resources: through the addition of the high-education talents,the expansion of the recruitment channels,the rational planning of the staff of all ages,and the rational adjustment of the number of employees assigned to the post;(2)The organizational structure is adjusted,and the "Headquarters pipe general,professional company specialized,the division's main battle" strategy is implemented.Through the above research on the development of Ginza Group,the purpose of adapting to the current industry environment and rapidly developing Ginza Group can be achieved,and even more,through the development and problems of Ginza Group over the years,we can sum up new ideas for the combination of commercial real estate and retail development.Better development of enterprises.