Study On Development Strategies Of Shenzhen Rainbow Department Store Ltd.

With the in-depth transformation of China's planned economy into market economy, particularly after China's entry into the WTO, various newly emerged retail modes have swarmed into China's market in a short span. The general merchandise industry in China is therefore facing rigorous challenges. Rainbow Department Store Ltd. is one of the two major retail flagships that were formed in the state-owned general merchandise enterprise restructuring. Based on the research on the development strategies of Rainbow Department Store Ltd., the present paper aims to provide suggestions for the company in its strategic decision-making.The whole paper consists of six parts. The first part provides the context and significance of the research. In the second part, the strategies of corporation management and the theories and practices of chain operation have been discussed. In the third part, Potter's Industry 5-Power Model are used in analysis of the macro environment and the industrial climate the company has been faced with. The fourth part deals with the strategic strength the company has from the perspectives of resources and strength. In the fifth part, the mission and goal of Rainbow Department Store Ltd. are raised, together with a discussion of Rainbow's development strategies as well as business portfolio strategies based on the SWOT strategic combination analysis method. And also corresponding countermeasures and suggestions for implementing the strategies are made in areas including management structure, innovation in business modes, brand marketing, human resource management and cultural marketing. The last part of the paper is the conclusion.The paper argues that Rainbow Department Store Ltd. is facing both challenges and opportunities in its strategic environment. Marketing so that through 3 to 5 years of development, the company may grow to a cross-regional and cross-industrial modern merchandising group company combining business flow, resource flow, capital flow and information flow, which is focused on the main business area and at the same time, has achieved common development of multi-business modes.