Study On The Development Strategy Of Shanxi C Chain

Chinese retail industry,as a rising star,has developed late,but with the development of China's economy and the improvement of people's living standards,it has been showing a promising trend after the reform and opening up,especially the chain brand convenience store,which has won more and more consumers' favor with its advantages of convenient service,small scale and fit to consumers.As an old brand of Shanxi chain convenience store,C chain convenience has the advantages of high market share,stable and reliable suppliers,advanced information systems and management tools,high brand recognition,etc.However,with the increasingly fierce competition of the same type of Tangjiu convenience,Suning small store,Jingdong convenience and other high-quality brands,the development of online and offline integration of the retail industry,C chain convenience is also growing Faced with serious homogenization,weak core competitiveness,less differentiated product services and other issues.Carrying out the research on the development strategy of C-chain convenience is of great significance for mastering the development direction of convenience stores in Shanxi Province in time,promoting the value of C-chain convenience brands and increasing the profit margin.According to the theory of enterprise strategic management,this paper analyzes the external environment,internal environment and relative competitive position of C-chain convenience,summarizes the advantages and disadvantages of C-chain convenience by Porter's five force model,EFE matrix and IFE matrix,and analyzes the company level strategy of C-chain convenience by SWOT According to the feasibility analysis of the basic competitive strategy,differentiated management is the final choice for the implementation of the enterprise strategy.In the implementation of C-chain convenience strategy,based on its own actual situation and the two major retail sources of products and services,it is considered that the industrial advantages of C fast food and C baking under C-chain convenience can be used to create instant star products of convenience stores as the main path of product differentiation;by increasing the service categories of convenience stores and strengthening the social interaction of members,high-quality services different from other convenience stores can be formed;through Use the way of strengthening store management and precise marketing to realize the difference of store management and marketing.It is hoped that through the implementation of this strategy,C-chain convenience in Shanxi Province will become the industry leader with unique competitive advantages among many brand convenience stores,and inject its own strength to light up the brand of Shanxi and build a brand of Shanxi.