DD jewelry retail mall business strategy research
|School||Huazhong University of Science and Technology|
|Keywords||Jewelry Retailers SWOT analysis Business Strategy|
With economic development and the improvement of living standards , China's jewelry market has shown rapid development speed , market potential, competition is becoming increasingly fierce features. DD jewelry retail mall expansion since 2009 has been an average annual sales reached more than ten million yuan performance. The opportunities and challenges of the new environment , DD jewelry retail shopping urgent need to seize opportunities , weaknesses , according to the actual situation of DD jewelry retail stores expand business strategy research . I, as DD jewelry retail mall managers in an attempt to pass theoretical achievements and years of marketing management practices combine research a suitable DD jewelry retail mall development needs of business strategic planning. In this paper, using the PEST analysis method and the five competitive forces model jewelry retail mall DD -depth analysis of the external environment ; core competitiveness of the standard model using the DD jewelry retail stores internal resources, capabilities and core competencies to analyze research ; adopt elements of evaluation matrix DD jewelry retail stores to make internal and external environment quantitative evaluation and analysis ; Finally SWOT analysis , strategic choice matching analysis , a clear strategy type DD jewelry retail stores , and propose practical measures for planning and implementation of the strategy . Through research and analysis , the thesis that competitive differentiation strategy and focus strategy is DD jewelry retail stores to enhance the competitiveness of the key. DD jewelry retail stores should give full play to the professional advantages in the market segments , based on the adopted growth strategy and diversification strategy to obtain a higher market share and higher customer loyalty, to further expand sales and influence, related products in the retail jewelry business so refined, so special , stronger , striving to become the largest in central China , professional credibility , improve services jewelry retail stores, to provide consumers with better solutions and jewelry consumption better jewelry shopping experience.