Research On Development Strategy Of DF Supermarket

With the Chinese accession to the WTO, the quickening of economic globalization and continue to spread, China’s retail industry has maintained a rapid development in the late start of the premise. But since2012, due to the rapid rise in prices and continued, China’s retail industry growth slowed down, the downward tendency is obvious, led directly to the consumer goods market growth also slowed down significantly; with the rapid growth of e-commerce online shopping, the retail industry in the entity shop caused a strong impact; in recent years, in the national restrictions on three public consumptions and the central "eight regulations" policy environment, the public consumption, shopping card consumption decreased significantly; at the same time, the national urbanization, accelerating urbanization, especially the two or three line of the city, development of city group. This is Chinese retail industry development opportunities and the development of industry has brought new, features and development trend for the development of Chinese retail. Entered in2013, the pace of development of China’s consumer market continued to slow, steady. At present, the domestic retail market, continuous introduction of the supermarkets in some foreign capital, which will increase the intensity of competition in the supermarket industry, the retail industry is also showing the line of development, rational consumption, pay more attention to the development of M&A integration, enterprise product quality and service quality of the trend.This paper selects DF supermarket as the research object, the DF supermarket is located in SY City, Hubei Province, is a large-scale comprehensive supermarket construction of the personnel department of the DF company investment. The aim of the study is to, through the strategic development strategy theory and the national environment, the DF supermarket industry environment over the next5years to provide the theory basis and decision support, and the similar DF supermarket three or four line City native supermarkets how to in the fierce market environment based, how to seek development to give the role of. Since2012, the development of DF supermarket is stagnant, total sales continue to decline, no new stores, existing stores also keep in steady state sales, at the same time in the SY City, the development of local supermarket or scale, or be bought, at the same time, Lok Fu, WAL-MART these foreign supermarket has entered the city of SY, increased SY city supermarket industry competition; influence causes the status of this development in addition to mainly by the retail environment, but also by the rise in the cost of human resources, consumer habits, consumption tends to be more rational, channel cost increases and other factors. These factors are directly or indirectly reduces the core competitiveness of DF supermarket enterprises, restricted the development of enterprises in the future. Therefore, only through the enterprise strategic management of the correct analysis, find the direction of future development for the company, developed in line with the strategic development of DF supermarket enterprise of current economic situation and enterprise culture, to ensure the healthy and sustainable development of the enterprise well, this question already imminent. Through the selection and Research on strategic management theory, through the analysis of the literature research on selection, tool selection, PEST analysis, SWOT analysis and the Potter five competitive forces model, and analysis carried out on existing problems in the development of DF supermarket, the final conclusion, DF supermarket should take development strategy "rural surround City, take" space development strategy, brand development strategy of DF supermarket, the supermarket based diversified development strategy, in order to "fall this synergism" as the leading cost control strategy, low loss rate of the talent development strategy, put forward the development strategy planning of DF supermarkets in the future5years according to the strategy, at the same time points out how to implement the DF supermarket development strategy.