The Research On The Development Strategy For HEHE Department Store Co., Ltd.

In 21st century, small and medium-sized enterprises in China develop vigorously and they have come to be an important impetuous to the Chinese economic development and an important social backbone to the employment. More and more people have chosen to start their own businesses. With the establishment of a large number of small and medium businesses, the competition within the market is fiercer and fiercer. Therefore, the small and medium enterprises must react quickly to the rapidly changing external environment in combination with their own internal resources in the pursuit of the development and improvement of the competitiveness. Only by doing so can they make correct business strategy and competitive strategies to gain sustainable competitive advantage in order to achieve corporate strategic goals.With a review of the theories on strategic development in the west, the present thesis starts with the basic theories on enterprise strategic management and stresses the historical as well as the future development of the more matured strategic management theories and the mainstream academic schools in foreign countries. It has also made an analysis of current researches on enterprise strategic management at home and further presentes the approaches together with the framework applied in the thesis.Firstly, the thesis has traced to the historical development of Hehe Business Co., Ltd, Changsha in terms of its company profile and analyzed the management system of the company. It has also provided an insight into the macro and micro environment the company is now facing. Besides, Potter's theory on competition strategy has been applied to analyze the competition models that Hehe has presently met with. A subsequent study of its inner environment and resources has been undertaken to draw the conclusion that it is very important for the company to improve its business strategies.Secondly, upon an insight into the resources and outer environment of the company, the present thesis has confirmed the task that Hehe has to fulfill, with a proposal of a target strategy and an overall strategy. At the same time, Hehe department store planning and implementation of development strategies has been put forward for the company's development strategy. Lastly, the thesis has proposed a pillar system of development strategy implementation based on innovations of institution and management. Also, it has stressed that refined enterprise profile as well as effective organizational structure helped to ensure the implementation of the strategies.It has great practical significance to Changsha Hehe Department Store by the research on the development strategy, and also a certain reference value to other service and retail small and medium enterprises.