Research On The Development Strategy Of YZ Group Co.,Ltd.under The Background Of Internet

In the Internet era,the rapid development of Internet technologies has promoted the development of information technologies such as artificial intelligence,big data,and cloud computing.It not only improves the efficiency of information generation and delivery,but also makes it easier for consumers to acquire and exchange consumer experiences.It also promotes the rapid development of e-commerce.The market share of the traditional retail industry is constantly being invaded by online transactions,and it is also changing the retail market structure in China,leading consumers to quickly upgrade their consumption patterns and consumption structure.On the other hand,With the rapid development of China's economy from extensive and rapid development of intensive into the "new normal",the economic form shows that the growth rate of GDP has declined year by year,which makes the growth rate of total retail sales of consumer goods has also dropped.In addition,with the opening up of China's economy and increasing population mobility,large retail companies such as Carrefour and RT-Mart have poured into the Shandong market.Shandong YZ Group Co.,Ltd.(hereinafter referred to as “YZ Group”)is a representative large-scale entity retail company in Shandong Province.Under this complex market environment,it faces severe competitive pressures and unprecedented opportunities for development.It is imperative to reform the corporate organizational structure and develop new corporate strategic models in a new market environment.In the new market environment,retails are facing of changes in the social environment,economic environment,and information technology,as well as changes in the retail model and industry structure.Though analyzing the industry structure of the retail and summarizing the external threats and opportunities that YZ company faces by using the PEST and the“five-force model” and analyzing the internal and external links in the YZ company value chain system to summarize the internal strengths and weaknesses of YZ company.In the end,SWOT analysis method was used to establish the YZ company SWOT two-dimensional matrix,determine the development goals and strategic choices of YZ company and put forward the implementation plan of the company's development strategy based on this: In the context of the Internet,it actively uses Internet technology,information technology,etc.to develop new types of unbounded retailing such as omni-channel information transmission,marketing channels,and payment instruments;Deepen the use of “yinzuo100” online store to improve communication with customers,provide customers with all-round,all-channel quality services,and seize customer groups;Transformation of the organizational structure of the company,according to market segments to re-integration of different formats,the development of online and offline omni-channel retail.At the same time,it has established a complete set of personnel,capital,logistics and organizational culture security systems to ensure the smooth implementation of corporate strategies.