Research On The Development Strategy Of Yupinhong Fruit Sales Company

China's fruit retail market is vast,and its development potential is huge.With the tide of “Consumption Upgrade” in recent years,the fruit market's activity has also been obviously improved,including the consumption of high-end fruits(anti-seasonal and imported fruits).steady growth.This is both a rare opportunity and a great challenge for traditional fruit sales companies: With the boom in Internet consumption in the past five years,the format of new retail has begun to emerge.The e-commerce giants such as Taobao and Joybuy,which have enter the fruit retail market with very low logistics costs.At the same time,the “new retail” representative headed by Bai Guo Yuan has also stepped up the layout of the central and western regions.How to keep advantages and make progress facing the opportunities and challenges is an importantissue to traditional fruit retailers.This is also the main research purpose of this article.This paper takes Yu Pin Hong Fruit Sales Company of Hohhot as the research object,and analyzes the concept and characteristics of new retail,and proposes a pertinent development strategy for the development traditional fruit sales companies.In order to analysis the operating environment and self-operating characteristics of Yu Pin Hong fruit sales company,the paper mainly uses interviewing method,literature analysis method,case analysis method,and uses PEST analysis method,Porter's five-force model,SWOT analysis method and other strategic management analysis tools.With the purpose of summing up the company's development strategy,the article has made a complete analysis of the advantageous and disadvantageous factors of the development situation based on the development concept of new retail,gradually clarify the development strategy centered on the corporate growth strategy.The centralized strategy and low-cost strategy are selected as the competitive strategy of the enterprise,and the safeguard measures of relevant strategies are also proposed.This article focuses on the impact of new retail on the traditional fruit sales industry,and analyzes its characteristics.The most important thing is that the article compares the relevant characteristics of new retail with the company's traditional strategy,and clarifies that the company must develop the new retail business model,the company's business strategy isthe low-cost strategy.The company's functional strategy is that to form a market analysis team in order to analyze the market changes,and innovate financial investment and profit distribution strategies to improve financial operation efficiency.Besides,to reform the human resources system,to build talent team,to refresh fruit packaging design and to improve product quality should be included in the company's functional strategy.Due to the high Internet consumption in recent years and the upgrading of China's residents' consumption,this paper strives to use the latest effective data in the data acquisition.To have a glimpse of the whole picture,the article has certain strategic planning for traditional retail enterprises in the new economic environment.The reference significance,especially for the managers of the fruit retail industry,provides some practical reference value for the strategic decision-making in the new retail era.