Development Strategic Research Of The Medium And Small Chain Supermarket HJH Company Of Dongguan

Since the Reform and opening-up policy was carried out in China 30 years ago , Dongguan has become a World Factory from a small agricultural county, now it is almost the hottest manufacturing base for light industry all around the world. Since 2008, the outbreak of financial crisis and the implementation of the New Labor Law brought great impact to commercial and trade companies in Dongguan, especially to those chain supermarkets, which also brought influence to the daily life of the public. Thus, the study of exploring new developing strategic pattern for the chain supermarket HJH under the new business background in Dongguan's commercial environment, has practical significance.The thesis take the chain supermarket HJH as research object, focus on issues relating the company's developing strategy. First of all, the thesis researches relevant documents and literatures and the current status of study on strategic management home and abroad, then, based on the analysis of the overall conditions of the chain enterprises in Dongguan, the thesis systematically analyzes the developing background of the chain supermarkets, their current developing status, and their dilemma under new commercial background. After that, the thesis utilizes SWOT method, make in-depth study on Opportunities, Threats, Strengths and Weaknesses of the sample chain supermarket HJH. Finally , the thesis concludes the developing strategy and the corresponding implementation measures for the strategy, Extract HJH's developing strategy combination integrating Differential developing strategy, Brand developing strategy, Supply chain management developing strategy, Human resource developing strategy and Service developing strategy. At the same time, the thesis also concludes implementation path and management measures on how to introduce modern management system into HJH, how to establish HJH's modern management platform, how to implement the company's human resource management mechanism, how to accelerating HJH's supply chain, how to enhance Brand building , and how to reduce logistic cost of the company.The research of this thesis try to direct the sustainable development of HJH, hopefully it also provides valuable reference to the development of small and medium supermarkets in China .