The Study Of Development Strategy Of Suning Co.,Ltd

Suning Co.,Ltd is a household electronic appliance chain retail seller. From its establish in 1990, the company has developed the second largest household electronic appliance chain retail seller in China. How does the company grow so fast and continues in the future? The writer analyses strengths and weaknesses of Suning Co.Ltd. She also analyses opportunities and threats of the corporation. She concludes strategies for Suning by SWOT model. She gives advices on how to fulfill these strategies.The first chapter of the thesis summarizes the development of Suning. The writer introduces the history of Suning and various strategies it introdued during different period. The writer analyses internal factors in the second chapter. She studies resource, management mode, especially profit capably and financial status of the company. Suning has strengths on management, capital brand and logical. But as it grows so fast, it has great needs on capital and human resource. In the third chapter, the writer analyses external environment. First she analyses state and trend of household electronic appliance industry and points out a bright foresight of the industry. Then she researches competition state of the industry. The competition is fierce among these chain stores. In the forth chapter, the writer gives out the future strategy frame.First she confirms strategy target for Suning. Then she decides and describes strategies by SWOT analyses. She points out that market penetration and development strategy, product development and horizontal integration strategy, backward integration strategy is suitable for Suning under the present circumstance. As a new form of retail industry, chain stores appear widely in retail industry, food service industry etc. After these chain enterprises grow rapidly all over the country, they face the same problem: how to keep expansion and become a Giant in the industry. The writer wishes to provide references to the developing chain stores.