The Study Of Development Strategy Of The Department Store Industry In Yan-Ji City

The industry of department store is closely linked with the production and life of the people. It has a history of over60years in Yanji city. The industry of department store in Yanji experienced ten years of rapid development from1985to1995. The scales of enterprises became bigger and bigger gradually. The sale, the profit and tax amount were at record highs. But since1996the traditional department store industry went into decline. Some department stores had business difficulties, or even closed. The reasons lie in the identical operating positioning, the lack of operating characteristics, the sudden rising of the new forms of business which grabbed the market share, etc. So how to drive the development of the industry is of great importance to invigorating market circulation, improving people’s livelihood and boosting the economic development of Yanji city.The essay systematically analyzes the current development status, development tendency, existing problems of the domestic department stores, and the development process and existing problems of the department store industry of Yanji. We should realize that reform and innovation is the only way of transformation from traditional to modern department store industry, the traditional industry must accelerate restructuring, reform and innovation to get through business difficulties, create unique operating characteristics, so as to succeed in the fierce market competition. The essay gives the synthetic analysis of the department store industry of Yanji city. It puts forward the five existing problems in the development of the industry. Firstly, the space layout isn’t reasonable, and the network layout is lack of reasonable planning. Secondly, the share of the new forms of business is relatively small, and most of the department stores remain in the original and traditional state. Thirdly, the commercial infrastructural facilities and the functional matching service are inadequate. Fourthly, the homogenization of consumer group is very severe. Finally, the shopping environment is relatively poor, and the input of hardware transformation is insufficient.The essay combines with the actual situations of Yanji as the capital of Yanbian Korean Autonomous Prefecture, and analyzes empirically the current development status of major enterprises of Yanji. The essay draws from experience of the advanced retailing enterprises in developed regions in China, and points out five development countermeasures. Firstly, the government is supposed to dominate the commercial network planning to make the layout rational and scientific. Secondly, the retailing enterprises should have an accurate operating positioning, and stick to the road of characteristics operating. Thirdly, the retailing enterprises should explore the chain operation model, form large scale and strengthen the enterprises. Fourthly, the retailing enterprises should employ the brand strategy firmly, and increase the share of self-operating commodities moderately. Finally, the retailing enterprises should attach great importance to credibility, service construction and build the brand competitiveness.