Research On The Strategy Of Commercial Enterprises Under The Impact Of E-commerce

With China's economy stepping into the "new normal" phase,E-commerce is developing at a tremendous speed and super scale and become a new bright spot in the development of national economy.The proportion of E-commerce turnover to the total retail sales continues to rise,which has brought great impact and challenge to commercial enterprises,especially traditional retail enterprises,and commercial retail enterprises have shown a sluggish trend of development.Ginza Group Co.,Ltd.(hereinafter referred to as Ginza Group),attaching to Shandong Commercial Group Co.,Ltd.is run by a cross-regional investment,large modern retail group.After nearly 20 years of development,It managed a large number of stores,employing more than 150 thousand people in Shandong Province,Hebei Province,,Henan Province,,Jiangsu Province,Beijing City and other places.It is running at multi-format mode of operation involves department stores,supermarkets,shopping malls,outlets,E-commerce and many other formats and distribution centers,green food,jewelry,wine,electronics,and other professional firms.In 2016,It sales reached more than 300 billion yuan,the scale of enterprises and the level of benefits for many years ranked the top three of the China Retail hundred enterprises.It was assessed as”China's regional economic contribution to the largest department store business.”by the Chinese Academy of Social Sciences and its brand “Inzone”was assessed as “Chinese commercial brand-name enterprises“.”National malls and shops without fake activity advanced unit”,”Enjoy Your Normal Life in inzone”honorary title have become well-known brands in Shandong and the country.This article will take The Ginza Group as the research object,and review E-commerce,retail trade and the transformation and upgrading of the strategic management theories of literature and use data analysis,empirical and comparative analysis method to explain the advantages and disadvantages of traditional retail business and business trends and the status quo and development of traditional retail industry.Besides,it will also use PEST,SWOT and five forces model to analyze thecurrent situation of the development of Ginza shares and how to face with the problems faced by the traditional retail trade under the background of the network impact.It also explores the route and direction of the transformation and upgrading of the company's development,summarizes the strategic planning and strategy suitable for the traditional retail business proposal put forward business enterprise construction”Internet + business”,”commercial + real estate”,”commercial + modern service industry”and”commercial + Finance(Consumer Finance)”new mode of development.Sincerely hope to inspire and reference to the traditional retail enterprises,and to contribute to the transformation and upgrading of the circulation industry structure.