Research On The Development Strategy Of Qingdao Star Chain Conwenience Store Management Company

With the advent of the Internet and big data era,e-commerce develops rapidly,the scale of online retail is expanding day by day,and the traditional commercial retail industry has suffered a huge impact.In 2016,Ma Yun put forward a new retail,which is supported by network technology and integrated online and offline sales,becoming a strong business model leading economic development.With the growth of people's income level and per capita consumption expenditure,convenience stores,as one of the retail formats,are favored by consumers because of their convenience.Convenience stores will become an inevitable trend in the development of retail industry.Due to its special geographical advantages,the growth rate of convenience stores in Qingdao is the fastest in all cities in 2018.The convenience stores of major brands rush into the island city,and the market competition is extremely fierce.As a newly established young company,Qingdao star convenience store has insufficient management experience.In the face of fierce competition in the market and the impact of e-commerce,in order to survive and develop in the market,it needs strategic positioning and guidance.This paper mainly explores the current situation of traditional retail industry in the new era,and explores the transformation mode of star convenience store.This paper takes Qingdao star chain convenience store management company as the research object,through field investigation and questionnaire survey on customers,employees and suppliers,to analyze the current problems of star chain convenience store in terms of organizational structure,commodity structure,human resources,supply chain system,etc.;adopt PEST analysis method to analyze the external macro environment of star chain convenience store company Porter five forces analysis method is used to analyze the external micro environment of the company;SWOT analysis method is used to analyze the internal advantages and disadvantages,as well as the external opportunities and threats of the star chain convenience store company,which provides the basis for the development strategy of the company.Finally,according to the analysis results,the overall development strategy of the star convenience store is formulated.Through the SWOT analysis matrix,the company should make use of its own capital and human resources to accelerate the expansion of the store,seize the industry development prospects and the geographical advantages of Qingdao,realize the integration of offline and online,accelerate the transformation of the enterprise,and in the business development strategy,store expansion strategy,procurement and supply chain strategy,marketing and customer development strategies and other sub strategies.In the implementation of the strategy,we should guarantee the implementation from the management system,financial system and supply chain system.