Research On Business Strategy Of M Chain Convenience Store

As the economic structure of China is transitioning from an outward-oriented model to an inward-oriented one,the consumption has been the first driving force of economic growth for the past five years.The retail industry enteres into an era of "buyer’s market",when the consumers take the initiative in the consumer market.After the shopping spree with low-price in the early period,the consumers become more rational,and for them the price sensitivity is reduced and the quality becomes the leading factor.Meanwhile,the consumer behavior is changed from buying products to buying services and experiences.In these years,convenience store industry kept a high growth rate due to the stores offering convenience,close to consumers and adapting themselves to the new changes in the consumer market.In 2017,the average sales growth rate of China’s top 100 convenience store companies is 16.9%,and the growth rate of store number is 18.1%.Both of them are two times higher than the same average indicators of the top 100 retail companies.M chain convenience store company(referred to as M convenience store)has entered the convenience store industry for 23 years.At present,they are facing the opportunities for development and the market competition.They need the practical business strategies,which are based on the developing status of themselves and business environment,to expand market share.Firstly,this thesis presents the status and history of the company,then summarizes the problems in development.After that,this thesis analyzes the advantages,disadvantages,opportunities and threats of the company through SWOT.Then,this thesis uses PEST macro-environment analysis and industry’s competitive environmental analysis to explore the operating environment of M convenience store.Secondly,by analyzing the business environment and its issues in development,the author uses the knowledge of business management to formulate business strategies for M convenience store.The strategies include the business principles and objectives,and emphasize the selection of business strategies and its implementation.The author points out that M convenience store could expand its share in market through franchising,national distribution,and improving logistics systems.Meanwhile,M convenience store could meet the needs of old people and build the private brand,by which to form the competitive differentiations of its own in aspects of product,service,brand image and others.Thirdly,in order to ensure the implementation of business strategy,this thesis proposes that M convenience store should strengthen the corporate culture of its own,improve human resources management,build an efficient logistics service platform,choose store locations scientifically,and make a digital information system.Finally,the conclusion and outlook of this thesis are put forward.This thesis analyzes that how to carry out the M convenience store business strategy efficiently.Seeking new growth points for the enterprise by focusing on the needs of the elderly.It is of practical significance and has certain reference significance for the research on the operation and development of other convenience store companies.