The Research On The Development Strategy Of Chain Supermarket Bubugao

Retail is a relationship of the life industry, and the national economy is closely related to the prosperity and recession. With more than 20 years'economic growth, China's retail industry is the fastest developing countries. The retail industry is full of opportunities and challenges. This article takes the development strategic of supermarket Bubugao as subject.In this paper, for laying a theoretical foundation for the development strategy of Bubugao supermarket, we carry out the relevant literature review from the corporate strategic management theory, the development of strategic theory. First, we made a simple analysis on the international and domestic developments in the retail industry. And use the PEST model to analyze the development of macroeconomic environment, we think that the Bubugao supermarket chains is in a favorable political, economic and legal environment, but technology development, compared with the developed countries is still a gap. Then use the "five forces" model to analyze the Bubugao's development of industry conditions. They key affection of Bubugao are the consumer's bargaining power and existing of competitors.Secondly, we summer its existing resources and potential,and used stakeholders model and Porter's value chain model to analyze the Bubugao's internal environment for its development.we believe that the Backgammon supermarket chains key stakeholders are:senior management shareholders, consumers, employees and creditors; primary stakeholders are suppliers, competitors, and surrounding communities, secondary stakeholders are government, regulators and media. Then, we summarized Bubugao's external opportunities and threats and internal strengths and weaknesses, named the SOWT analysis, to determine the strategic objectives and Strategic principles. Bubugao should take the development and competition strategy. Specifically, we give out it from the seven followings:the cost strategy base on "economies of scale";the expansion strategy base on the "capital integration"; medium and small urban space development strategy;"a harmonious and win-win" market development strategy; supermarkets led the development of multi-Yetai strategy; "Inside and outside compatible" talent development strategy and the "fresh" as the entry point of marketing development strategy. Finally we conclude from the human resource management, enterprise culture and so on, to come out some advice to the safeguards of the steategies.