Research On The Development Strategy Of Qiqihar Department Store

Qiqihar department store which was established in December 1988 was a regional joint-stock retail store, the site was located in the centre of Qiqihaer city.Since Qiqihar department store was established, through two expansion in the 2004-2008, enterprise scale was growing, economic benefits was increasing, and people also recognized its social image.At present, Qiqihar department store is the leading store of Qiqihaer city retail system. It plays an important role for Qiqihar region economy construction. But competition in the retail industry is more and more fierce with the constant change of the external environment.Because of development and survival in the competitive environment, Qiqihar department store needs effective and feasible development strategy urgently, and uses the opportunity of the external environment for development, and gives full play to its own resources advantage to obtain strategic competitiveness at the same time.This article using the modern strategic theory, from the current situation of the development of retail industry, studied the development strategy of Qiqihar department store to obtain competitive advantage in the market. First of all, this article analyzed the present development situation, problems and management environment of Qiqihar department store,and found opportunities and threats of Qiqihar department store external environment.Secondly, this paper analyzed the internal management environment of Qiqihar department store, and summarized the existing advantages and disadvantages. Third, this article used SWOT analysis method to establish the strategic goals of the company and the future development strategy. Finally, from the dimension of proprietary brand, chain, motivating employees, this paper put forward the strategic countermeasures of Qiqihar department store.