Study On The Optimization Of Regional Chain Retail Development Strategy

Chain operation is a modern business operation model commonly adopted by many countries in the world.At present,the competition in China’s retail industry is becoming increasingly fierce.Take the regional chain retail enterprise JJY company discussed in this article as an example,in the "Internet +" and other strong chain entities Under the new situation of shop hunting together,how to break through and surpass the regional chain retail industry to achieve healthy,scientific and orderly development,the strategic planning involved in it is worthy of research.This article uses the methods of qualitative analysis and comparative analysis,under the guidance of enterprise development strategy,to study the development strategy of JJY company and found that after recent market expansion,JJY company has initially established a "base + supermarket" farming super docking model.,To promote the integrated development of chain logistics,continue to extend the chain of the chain retail industry,and achieve good development performance.But at the same time,it should also be noted that due to the influence of internal human resources and financial resources,as well as the constraints of corporate management capabilities,customer service capabilities,and market competitiveness,JJY is seeking a differentiated strategy to adjust its own situation in the competition in the same industry.There will be a great opportunity to continue to develop in the current new retail market and form a core competitiveness that will continue to lead.Therefore,combined with the macro,industry and enterprise internal analysis and SWOT matrix,this article believes that JJY Company should give priority to ST strategy,that is,differentiation strategy.In terms of the implementation of JJY’s differentiated development strategy,we must focus on promoting market positioning,marketing,chain logistics,and new retail development.At the same time,we must strengthen organizational guarantees,human resources guarantees,brand building guarantees,Strategic management control to promote the sustainable development of regional chain retail enterprises in China,including JJY.