Research On Competitive Strategy Of Quan Fu Yuan Group

Retail industry in China has proliferated since the reform and the policy of opening-up to the outside world.Owing to the size and growth rate continue to hit record highs,retail industry has been a very important sector for increasing demand in the domestic market.With the development of China's economy into the international market,China's retail market has gradually entered the world,Wal-Mart and other foreign retailers have entered China's retail market in succession.The domestic retail enterprises are facing unprecedented pressure of competition;however this kind of pressure also creates a good opportunity for the large hypermarket chain to develop.The reform theory of retail industry has been presenting a vigorous situation which in Chinese Idioms is described as “let a hundred flowers blossom and a hundred schools of thought contend”.Therefore,the study of retail industry competitive strategy has very strong realistic meanings.This paper takes Shandong Quan Fu Yuan Business Group Limited(be hereafter referred to as Quan Fu Yuan Group)as the research object.Quan Fu Yuan Group's development,enterprise culture,group PEST analysis,competitive environment analysis acting as the main target of this research,this thesis uses analysis of the process of Potter's five forces model analysis,SWOT analysis method to sum up the overall strategy,Fu Yuan group development and competition strategy,cooperation strategy and diversification strategy.This paper focuses on the combination of proposed in terms of competitive strategy to do the following aspects of group development.First of all,the aim is to enhance the informative level.With the development of information,the arrival of the era of intelligent,group development also need to improve the level of information,network information system to achieve system of Quanfu yuan group,flexibility,intelligent characteristic and high efficiency.Secondly,the goal is to enhance human resource development and management.The effective human resource management plays an important role in the enterprise sustainable development,and it is helpful to gaining a competitive advantage.Thirdly,this thesis aims to enhance the construction of the culture in corporations.The enterprise management bases on a favorable company culture which can bring positive energy for staff.The sense of mission and the deep feelings for the company will emerge a strong core competence.This paper has positive practical significance and reference value for enterprise operation by studying the competitive strategy of Quan Fu Yuan Group.At the same time,related enterprises can use it for reference when taking strategic transformation.