Research On The Development Strategy Of Henan DZ Group

China's retail industry has entered into a period of deep adjustment,affected by the global financial crisis and China's macro economy into the New Normal,along with the impact of foreign retail businesses and the emergence of new retail formats represented by online retailing.The local retail enterprises have to consider deeper questions about how to survive in the fierce competition,how to make the integration of traditional retail and online retail come true,how to promote the transformation and upgrading of retail formats,how to become bigger and stronger and to achieve internationalization with our country's "going out" strategy.Based on these questions,this paper makes deeper study on China's retail industry combining macro view and micro view,management knowledge and economics knowledge.This paper not only discusses the overall development history and the status of China's macro economy and the retail industry,but also uses the Henan DZ Group as an example to analyses with the classic analytical tools in management such as PEST model,Potter's five forces model,enterprise internal environment analysis based on value chain,SWOT model and so on.The conclusion shows that the current retail business represented by Henan DZ Group has its own advantages and disadvantages as well as the opportunities and threats brought by the external environment.The DZ Group should adopt the growth strategy and diversification strategy as the main strategy,the torsion strategy and the defensive strategy as the auxiliary strategy to prevent and resolve risks,and implement the policies such as learning from the foreign retail enterprises,promoting the retail formats transformation and upgrading,handling the relationship with stakeholders,strengthening the construction of its own brand,improving the level of human resources management,strengthening the enterprise culture construction and so on to ensure that these strategies are executed.The research method and conclusion in this paper not only applies to the Henan DZ Group,but also applies to other large and medium sized retail enterprises and has a certain universality.This study not only contains a macro analysis on China's overall economic development and retail industry situation,but also contains thorough research on typical microscopic cases,and the analysis tools are classical and reasonable.The findings are real,objective and reliable,and have a strong reference value.This paper are be expected to provide the beneficial reference for the development of Henan DZ Group and even China's retail enterprises.