Research On The Development Strategy Of X Company Branch In Handan

Community group buying is a new retail model based on O2 O model carried out in real communities.Since 2018,more than ten companies have received a huge amount of financing reaching into hundreds of millions of yuan,indicating that community group buying is gradually becoming the most popular entrepreneurial opportunity and industry.Because the model of community group buying is highly replicable,most enterprises adopt the market expansion model to rapidly occupy the target market and consumer groups in the early stage.However,as the market becomes saturated,the limitations of the business model of community group buying will be underlined and the growth of enterprises will be adversely affected.With more competitors entering the market,the company’s development status will deteriorate and the development rate began to decline.X Company is an Internet “new retail” platform company.It entered Handan market in March 2019 and rapidly occupied Handan market in the process of rapid expansion.However,a series of derivative problems emerged in the later development,such as sales decrease,profit margin decrease and leaders’ loyalty decrease,especially after the release of the “Nine bans” policy of community group buying.X Company Handan Branch has encountered a bottleneck in its sustainable development.Depended on the relevant strategic management theory,the thesis analyzes the current development of X Company Handan Branch,and expatiates that the company currently has problems such as sales decline,profit margin reduction and leader loyalty reduction.Then through 5WHY analysis,it is concluded that the main reason for the bottleneck in strategic management is the intensive expansion strategy adopted by the enterprise.In order to further clarify the current strategic positioning of the enterprise,the thesis analyzes the current external environment and internal conditions of the enterprise through the formulation of strategic matching table,and finds that X Company has undergone profound changes at the beginning of entering Handan,and the intensive expansion strategy formulated earlier is not in line with the actual situation of the enterprise.In order to solve the problems existing in strategy formulation of X Company Handan Branch,this thesis establishes a hierarchy analysis model for quantitative analysis of all important factors in the four dimensions of internal strengths,internal weaknesses,external opportunities and external threats through SWOT-AHP analysis,and draws the following conclusions: Although the internal advantages of the enterprise are still obvious,the weight of external threats is far greater than the weight of external opportunities.Therefore,the enterprise should take advantage of the trend and adjust the intensive expansion strategy to aggressive and competitive strategy,that is,give full play to its own advantages,avoid external threats and risks,and seek sustainable and healthy development of the enterprise.After completing the strategic selection,the thesis puts forward specific suggestions of improving self-established logistics as the basis,improving supply chain level as the way,actively fulfilling social responsibilities as the priority,and strengthening win-win cooperation as the promotion,and defines the guarantee measures for the implementation of the strategy,so as to promote the implementation of the overall strategy of X Company Handan Branch.