Research On The Development Strategy Of W Commercial Chain Corporation

The retailing industry is not only a hot industry in the economic development,but also an indicator of economic performance in a country and a region.After 30 years of rapid development,as an advanced retail business model of China chain retail enterprises,has become an important part of China’s economy.But with the macro economy into the new normal,retail enterprises are faced with labor costs and rent costs increase,resulting in the gradual reduction of corporate profits,to the retail industry to bring enormous pressure.At the same time,with the development of e-commerce,the retail industry is facing the challenge,and with the development of technology,the consumer’s consumption concept has changed,the pursuit of individuality and diversification,thus To promote the traditional retail enterprises to actively explore online business,the line of business opportunities and the Internet to carry out the whole channel to operate,and gradually concerned about mobile and cross-border electricity business.Currently,the traditional retailing industry is faced with a severe reality.As for the chain enterprises of third-tier and fourth-tier cities,we need to map out the development of them in terms of the overall picture and strategy.In this paper,W commercial chain company as the research object-regional chain of commercial enterprises,through the relevant questionnaires,corporate field visits and the company based on the information provided.the paper introduces its research background,illustrates the theoretical and practical research significance and summarizes the relevant theories home and abroad about the strategical development of chain enterprises.The paper makes full use of PEST analyzing pattern and five forces model to analyze the external and internal environment of W chain company.Based on this,according to the prospects,missions and strategical aims of W chain company,combining SWOT analysis,the paper analyzes the advantages,disadvantage-s opportunities and threats in its development.And they are designed according to the concrete situation and developing trend.The author thinks that W commercialchain corporation should adopt stable growth strategy and differentiation competitive strategy.Its strategic goal is to secure the urban area of Zhoukou,the surrounding solid County,expand the Southeast Henan Province prefecture level city,and strive to enter the top 100 private enterprises in Henan province in 2022,2030 into the national top 100 chain,constructs the enterprise of Southeast Henan Henan southeast leading retail enterprises.In order to realize the strategic target,put forward the corresponding strategic measures of W commercial chain corporation: improve the management mechanism;build efficient supply chain system;business restructuring and combination;extensive application of modern information technology;strategic human resource management;strengthening marketing management.Hope not only in theory to guide the development of W chain companies,but also allow the same type of enterprises to learn from the enterprise in the development of strategic development experience and methods.