Development Strategy Research Of Belle Footwear Business

After three decades of rapid development,China has entered into the transition period in terms of its economy,and it undergoes slower development.Meanwhile,the skyrocketing development of the Internet has increasingly changed people's habits.As the traditional operating channel faces the problem of insufficient customers,low desire to consume and the high cost of operating,the traditional retailers confront with the unrecorded challenges.Belle now encounters the bottleneck of development though it has enjoyed rapid development by grasping the venation of economic growth based on the traditional transaction channel.According to sales data in recent years,Belle has experiences a sharp decline in profit margins in its traditional field of shoes.As China's largest footwear retail enterprises,it leads in the end field of women's shoes.But there is a limitation in development as it does not give its resources into full play and not improves its operating efficiency.Belle was a successful retailer.There are many aspects in strategic management that other enterprises can learn and it has a high practical value in analyzing the problem in its development.This paper first analyzes the macro environment faced by Belle from the four aspects of politics,economy,society and technology,and then uses the Porter five force model to analyze the competitive environment of Belle industry,including customers,suppliers,existing competitors,and then uses the SWOT matrix to analyze the company's coping strategies.Finally,we use QSPM matrix to quantify the optimal strategy of Belle.Belle should use the inherent advantages positively responding to external threats.It should consolidate the existing position in the end of the shoes,convert some brands with good interests to the high-end fields,and transform some middle-class brands with low earnings into the low-end fields.At the same time,it should extend its market into the fields of man and child shoes and gives its advantages in talents and shoes channel into full play.In the geographical area,Belle can gradually expand abroad for the foreign market can make up the shortage indomestic demand.It is a guarantee for the practice of diversified strategy of Belle by actively cultivating talents,strengthening enterprise management,corporate culture,the protection of intellectual property rights and other measures.