Research On The Development Strategy Of New Jiangxia Supermarket

At present, the economic growth mode of China is at a transition stage from external demand to internal demand. With the steady growth of national GDP and residential income, more and more domestic and foreign-funded enterprises have entered into the retail industry.The change of external environment has a great effect on China chain retail industry. On the one hand, the expansion of internal demand has brought new growth opportunities to domestic retail enterprises; on the other hand, the ever-increasing competition has posed unprecedented challenges to the existence and development of domestic retail industry. In this particular development period, how should "Xinjiangsha Supermarket", as a Ningbo local private enterprise, formulate a feasible development strategy as per the internal and external situation is of quite important practical significance.This paper chose "Xinjiangsha Supermarket" as the research object. Through analysis on external environment, it found the existing opportunities and challenges; through analysis on internal resources, it found the advantages and disadvantages of the supermarket; through analysis on competitors, it learned their successful experience; through the above analysis, it selected the strategic portfolio for Xinjiangsha Supermarket; and through analysis, assessment and control on the implementation process, it ensures successful implementation of the strategy.During analysis, this paper adopted "Five Forces" model to analyze the degree of competition in the industry; used "SWOT" model to analyze advantages&disadvantages, opportunities&challenges of enterprise; adopted comparison method to analyze the successful experience and inspirations of model enterprises; meanwhile, it used a large number of internal operation data of Xinjiangsha Supermarket in order to make this strategy targeted, practical and feasible.