Research On Strategies Of Changchun Van's Dept. Store

With the global economic continually developing and market economic system reform of China deeply progressing, the department store in the national retail trade is facing lots of opportunities and challenges. Whether the department stores can grow up stronger and faster on this kind of background depends on the effective business administration and correct development strategy. In fierce market competition, accurate locating, effective strategy and a high level of service quality take a vital role on the development of the department store.This paper takes the development strategies of Changchun VAN's Dept. Store as the main topic. Do some strategic research on the development of the company in order to propose some proper and effective strategies for the future development of Changchun VAN's Dept. Store. It also provides strategic reference. for the development strategy study of department retail industry in the future.Using the basic methods of strategic research, this paper analysis the macro-environment of Changchun VAN's Dept. Store and also do a SWOT analysis for it so as to find out the opportunity and threats outside which Changchun VAN's Dept. Store is facing. According to the superiority and inferiority inside Changchun VAN's Dept. Store, make a proper market position and product position. At last, propose an effective strategy plan for the future development for Changchun VAN's Dept. Store.Through the research, the market segmentation and positioning of Changchun VAN's Dept. Store should be the middle-high level consumer market, the consumer groups should be young people who are about 35 years old. The products should be positioned as middle-high level popular and fashion department store. At the beginning of the department store, it is suggested that company perform differentiation strategy, particularly perform the differentiation strategy of service. In the development stage, cost -leading strategy, HR development strategy and innovative development strategy will be performed. Changchun VAN's Dept. Store should make full use of the chain value from the HOPSCA system and perform high level service policy to attract customers so as to lead the consumption by the new fashion idea.