YZ Store Competition Strategy Research

With the entry of the WTO, China release the entry restriction of the foreign retail enterprises, International retail business mogul enters China in succession, Along with the national consumption ability and commercial cognitive abilities of ascension, Retail industry developed much quickly. The competition is much more fierce. Along with the national strategic shift to expanding domestic demand for the leading era. The acceleration of urbanization makes Chinese department stores enter a golden era of challenge and opportunity. In the new era, the department store that has a operating history of hundreds of years of ecological environment was commonly questioned by people. Compared to supermarkets and shopping centers.Lots of traditional department stores have difficulty in developing and make people could not help thinking of an old lady, whether the industry has already entered a recession? But this thesis argues that different formats will have their living space, and carrying the different consumption function.YZ store, as a subsidiary of INZONE retail group, is a large-scale modern department store. YZ store opened in 1996 in jinan, the operating area is 42 thousand square meters, operating more than 120 thousand various domestic and international famous products, dedicate to promoting new consumption and lifestyle, improve public life quality.2010, YZ store sales income exceeded 2 billion yuan, broke a record, became the first retail sales over 2 billion yuan of Shandong Province. In the fast developing period, domestic and foreign well-known retail enterprises have settled in jinan, YZ store is facing many challenges. This thesis firstly introduces the research object and the basic situation of YZ store, expounds this research method of SWOT analysis. Secondly YZ stores are based on the Ministry of Commerce, that is "jinding department stores" assessment standards on internal strengths. Analyzed the advantages and disadvantages,the opportunities and threats.Putting forward three kinds of development strategy:" midrange complementary, high-grade primarily" development strategy;" midrange primarily, high-grade complementary development strategy;" Shopping center" development strategy, and the three development strategies are analyzed, YZ store should adopt "midrange complementary, high-grade primarily" development strategy in the current situation. Thirdly combined with consumer satisfaction survey, it puts forward brand strategy, shopping environment, marketing management, operation management, these four sorts of development strategy implementation. Finally based on strategic implementation, it also puts forward the needs of YZ store is from its matching organization, strengthening regional alliances, perfecting the human resource development and management, promoting the informatization level.There are four aspects to safeguard.Through systematical analysis the environment of YZ store faced and its own advantages and disadvantages, the thesis discusses YZ store should adopt the competition strategies facing formidable competitors, and it has certain reference significance for domestic same types of enterprise's development.