Research Of W Department Store's Development Strategy

As the global economic downturn,and the retail industry which is closely related to people's daily life comes into cold winter,revenues of the well-known retail enterprises home and abroad were declined,a lot of enterprises running in the red,the closed shop tide has spread to the entire industry.Due to the advance in the Internet age and e-commerce boom,consumer's behavior has deeply affected,great changes have taken place in consumption habits,it brings a big shock to the traditional retail enterprises.W department store is one of the earliest established retail enterprises in domestic,has experienced different stages of the retail industry development in China,it has become one of the largest retail group focus on the retail format development.As a leading enterprise in the retail industry,there is a great significance to study its development strategy to China's retail industry.In the face of the economic recession,consumer behavior changes,and the intense competition in current situation of the market,W department store should be how to grasp its advantages,and choose a suitable approach itself of the development strategies,it is the research carries out of this papers.Based on the enterprise development strategy theory,and using the PEST to analyze the external macro environment of W department store,and also with the Michael Porter's Five Forces Model to the competitive environment of the entire retail industry.On this basis,combining W department store with its own advantages and disadvantages,opportunities and challenges,to establish W department store SWOT strategic development model,integrating the theory with practice,Study the most conducive strategic direction to the development of W department store,put forward strategic planning.At the same time,formulate a series of management measures to ensure the strategic planning's smooth implementation and running effect.