| After the reform and opening up, China’s retail industry is developing rapidly with the continuous growth of our economy. However, the real department store company is facing the line of many department stores and the face of online e-commerce. At the same time, with the decline in China’s population growth and the rise of shop rent, labor costs and other costs, the profit level of the entity stores lower and some even has loss. China’s department store has entered a critical period of development and need to take effective development strategy in the fierce market competition.This paper uses the Wuhan Intime department store as a research object and studies its development strategy. Wuhan Intime department store is the branch of Intime Department Store Group in Wuhan and mainly engaged in high-end department store business. In support of Intime department store group, Wuhan Intime obtained rapid development. But it also encountered some problems in the development process. Therefore, it is necessary to re-orient its development strategy.This paper firstly analyzed the Wuhan Intime development of external and internal environment. The external environment analysis mainly from the external economic environment, external competition environment and the development of the industry environment aspects. The analysis of internal conditions mainly from the perspective of Wuhan Intime business ability, marketing ability the financial situation, etc. And then it use the SWOT theory to analysis its opportunity and challenge, their advantages and disadvantages. According to the analysis results of Wuhan in Intime re-orient it development strategy and put forward the development strategy. The development strategy contain diversified development strategy. integration strategy, differentiation strategy and green retail development strategy. Finally, it introduces Wuhan Intime department store to achieve their own development strategic safeguard measures. I hope this paper can provide some reference for the implementation of China’s retail business development strategy. |
