Research On The Business Strategy Of Japan's Lawson Convenience Stores In Chin

With the deepening development of economic globalization,retail enterprises in various countries are no longer satisfied with the development in their home countries,but choose to actively carry out international operations.In the process of overseas market development,retail enterprises will inevitably face challenges brought by different market environment from the home country--different cultural environment,customs,policies and regulations,etc.Therefore,retail enterprises need to choose appropriate business strategies according to the local market environment to better integrate into the local market.Lawson Convenience Store is a well-known international chain enterprise in the world.Since it entered China in 1996,it has been deeply engaged in the Chinese market,becoming the first and the only foreign convenience store enterprise to achieve full profit in the Chinese market.By the end of 2021,the number of Lawson Convenience Stores in China has exceeded 5,000,distributed in 15 provinces(cities)in China.In this paper,using the SWOT analytic method Lawson convenience store operating in China has its own brand effect,the advantages of the mature operating experience and national policy,and the opportunity of China’s demographic dividend,at the same time also faced with some high commodity prices,store employee training does not reach the designated position and other disadvantages and industry competition pressure and local service platform of life impact threat.Further,we found that Lawson convenience store an AHP model for the SWOT-operating in China should adopt ST strategy,it is using its own brand effect and the mature operating experience constantly bigger and stronger,continue to expand the number of stores and focus on sinking to maintain market share,and actively adopt localization strategy and deepen and broaden the store merchandise category to improve their own competitiveness,And then to deal with the competition within the Chinese local industry.Lawson Convenience Store has achieved remarkable results in China,which provides a useful reference for Chinese convenience store enterprises.Firstly,convenience store enterprises need to expand the market scale by opening franchise and pay attention to the sinking market to occupy more market share.Secondly,we should break the situation of thousands of stores,dare to innovate in store model,product research and development and store scene building,and use network platform,cross-border cooperation and other ways to carry out targeted marketing to target groups;Finally,we should deeply cultivate the local market in China and provide differentiated services according to the market conditions in different regions.In addition,the relationship between corporate economic benefits and corporate social responsibility should be well handled to strengthen the construction of brand image.