The Research On Development Strategies Of YINZUO Group’s Department Stores

Since the reform and opening up, along with the rapid development of China’s economy,the field of commodity circulation has undergone profound changes. Department stores has adirect impact on people’s basic necessities. With the quickening of economic marketizationprocess in China and the deepening of the process of adjustment of industrial structure in,department stores must continue to adjust management philosophy compatible with thedevelopment, establish objectives and strategies of development strategy of department storeindustry to adapt to the new market situation and the competitive environment.This thesis is divided into six parts. The first part is the introduction, which points out thebackground and research significance of the selected topic, makes a review on relevant theory,and expounds the specific research ideas and research content. The second part is the analysison the YinZuo Group Department Stores environment, with the external environmentincluding the analysis of the macro environment and the competitive environment of thedepartment store industry and the internal environment including the analysis of the basicstatus and the ability to condition of YinZuo Group Department Stores. The third part is theanalysis of the development strategy of YinZuo Group Department Stores, through theevaluation of strategic elements, which detailedly analyzes the advantages and disadvantagesand the opportunities and threats of YinZuo Group Department Stores with SWOT analysis inthis thesis. The fourth part is about the development strategy of YinZuo Group DepartmentStores, which identifies the development strategic objective and strategic positioning ofYinZuo Group Department Stores and formulates the specific development strategy. The fifthpart is the specific interpretation to the guarantee of Group Department Stores developmentstrategy, including the formulation of the development strategy implementation steps ofGroup Department Stores and the analysis of implementation of security measures. The sixthpart is the conclusion and prospect.Linking theory with practice, based on the research of the development strategy of YinZuo Group Department Stores, this thesis is to explore ways to achieve itscompetitive position as well as the basis for its sustainable development strategy, and providessome references for the healthy and orderly development of the Department Stores.