Research On The Transformation Of Zaozhuang GC Group's Retail Development Strategy Under The Background Of Digital Economy

At present,the development of China's digital economy has entered the fast lane.With the advent of the digital era,digital applications are shifting to the retail industry.In the face of the new situation,major e-commerce enterprises are scrambling to integrate online and offline,and layout new retail,bringing a huge impact and challenges to offline traditional retail enterprises.GC Group is a comprehensive,mufti-state,large-scale commercial retail enterprise located in Zaozhuang,Shandong Province.As a regional traditional retailer,the GC Group is in need of a strategic retail development transformation to adapt to the current digital economy.At the same time,the novel coronavirus outbreak in late 2019 has caused huge damage on the retail industry,which shut down and closed down in succession,and the epidemic prompted the retail industry to start selling from offline and be forced to carry out online sales,which formed a lot of online sales plus community distribution in a short time.The impact of unexpected events has once again prompted the retail industry to take the impact of digitalization seriously and to use digital information technology to transform itself.This paper selects GC Group as the research object and conducts a literature review on the relevant theories of digital economy,retail industry and strategic management transformation,introduces the overview of GC Group,and analyzes the environment of GC Group's retail development strategy using PEST macro-analysis,Porter's Five Forces Model and SWOT model.The survey was conducted to understand the current status of GC Group and analyze the current status of its retail development strategy and the specific problems encountered at the strategic level,including unclear retail positioning,uncompetitive products and services,price inelasticity,single channel,promotional identity,etc.In order to solve the problems in GC Group's retail development strategy and successfully meet the challenges of digitalization,a rational plan for GC Group's strategic transformation is proposed.The three major objectives of GC Group's strategic transformation are: business model objectives,model objectives and profit objectives;the implementation path of GC Group's strategic transformation plan for retail development is clearly defined: to clarify retail positioning,implement accurate retailing of products,leverage digital technology and improve product and service quality;to provide good quality and low price online and low price offline;to expand retail channels and establish digital sales models;to establish digital marketing department and change marketing thinking;and to ensure implementation in terms of improving logistics security system,adjusting enterprise organizational structure,strengthening internal control and improving talent training mechanisms.