| Since the 1980 s,the retail industry of China has been booming with the reform and Opening-up policy.Into the 90's,there`s a rapid growth and blowout-like period which belongs to the entire retail industry of China,the turnover of it has rose significantly year after year.However,in the last ten years,the domestic retail industry began to enter the winter period gradually.Especially,the large supermarket chain which is giants of retail industry has been falling into the off-shop situation.While the increase in total social retail sales is also shrinking.In this context,the thing of how to judge the external environment soberly and how to develop their own core competitiveness and how to reverse the unfavorable situation by reasonable layout and operation is becoming the problem which all retailers should resolve urgently.The “Shanghai RT-Mart Limited” had been set up by Ruentex Group in 1997.After more than 20 years of development,there are 365 stores totally in the domestic which is belong to RT-Mart and the annual turnover of RT-Mart had achieved 97 billion RMB by the end of 2016.Meanwhile,RT-Mart has been ranked sixth in the list of Chinese supermarket chains in 2016.The KG branch store of RT-Mart in Jiangsu province which affiliated to Shanghai RT-Mart Limited(Eastern Region)is a large chain of cheap self-choice integrated large supermarket.It is success in developing vertically integrated comprehensive large supermarket that range from fresh,non-staple food,department stores and home appliances.This supermarket with 3 million RMB registered capital,60,000 square meters total construction area and 700 employees had opened in a prefecture-level city of Jiangsu province in 2010.The KG shop has been the leader in the business district as its strong comprehensive strength,standardized operation and management since its opening.However,the sales performance of KG branch store had fell 20% over previous years in 2015,the average sales had decreased about 10% between January and August in 2016 over the same period in 2015.It is necessary to analyzed from many aspects carefully and use the theory of strategic management and related analysis tools to provide valuable advice for the future development of KG branch store according to the tide of sales decline in the decline.First of all,this article will make an introduction detailed about the inside and outside environment of KG branch store,then use the analysis tools which just as Porter five force model and SWOT and so on,to analyze business district,opponents,consumers,suppliers,their own advantages and disadvantages,as well as threats,opportunities and other elements of KG branch store carefully.Secondly,use the results which was made from the above analysis tools and combined with the theory of strategic management,to design the strategic program of KG branch store in line with their own characteristics.Finally,provide a theoretical guarantee for the operability of the program by describing detailed the program's safeguards.This article was made basing on the investigation of the actual situation and data of KG shop and considering with the current macroeconomic condition of state and the new situation of the retail industry which was caused by the impact of no-shop retailing type and small-scale retailing type.The author suppose as a chain stores which have limited permissions,there are three things —advantage-producing,customers expanding and manpower-precision— that KG shop should to do in order to slow down the decline in earnings decline according to the relevant knowledge of strategic management,and the author also hope that other same types of enterprises would benefit from this article. |
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