Research On Competitive Strategy Of Kunming A LAMP Retail Enterprise

In recent years,influenced by various factors such as downward pressure of the economy,rent and rising prices of raw materials,many retail enterprises' business income has declined year by year.In the next five to ten years,the competition of retail enterprises will be more intense.Despite the influence factors of the social environment,the decline of business income also reflects many shortcomings of enterprises themselves.With the implementation of the national "one belt and one way" strategy,the China Lao Railway,the China Myanmar Railway and the China Vietnam Railway will have a major impact on the railway starting point in Kunming.The A retail enterprises in Kunming should plan ahead in advance,and it is particularly important to identify their own competitive strategies and development directions.Under the background of the new era,to study the representative Kunming A lighting retail enterprise,through the analysis of its competitive environment to explore the competitive strategy suitable for enterprise development,in order to achieve balanced development and improve product sales in the industry.This paper takes Kunming A Lighting Retail Enterprise as an example,mainly using the methods of literature analysis,investigation and interview,case analysis,and analytic hierarchy process.The main contents of this paper include the following six parts: The first part is the introduction.This paper mainly introduces the research background and significance,the research summary at home and abroad,research methods and innovations.The second part is an overview of the theory of competitive environment and strategy,as well as the related theories of PEST model,five forces model and SWOT matrix model.The third part is the analysis and evaluation of the external and internal environment of enterprises.Firstly,the macro level and external environmental factors of the enterprise are analyzed,and the external factors are evaluated.Then,the internal environment of the enterprise is analyzed and the internal factors are evaluated.The fourth part is the selection and construction of enterprise development strategy.On the basis of the third part,the SOWT analysis of enterprise is carried out,and the results are selected by using QSPM matrix to determine the competitive strategy.The fifth part puts forward the implementation and safeguard measures of Kunming A lighting retail enterprise strategy.The sixth part is the conclusion and prospect.Through the study of competitive strategy of Kunming A lighting retail enterprises,this paper conducts SOWT analysis on the opportunities and threats,advantages and disadvantages of enterprises,and points out the matching combination analysis(SO,WO,ST and WT combination)to determine the quadrant of enterprises.The results are selected by using QSPM matrix.According to the actual situation of the company,the competitive strategy-differential competitive strategy is finally determined.Then,through putting forward the implementation and safeguard measures of enterprise strategy,that is,from three aspects of product differentiation,service differentiation and market differentiation,to carry out strategic implementation of the enterprise,and then through strengthening the organization and system construction,improving personnel management and strengthening the enterprise brand construction,to provide reference for Kunming A lighting retail enterprises,at the same time,to other retail enterprises in Kunming City.Business management also has practical guiding significance.