發(fā)布時(shí)間：2018-05-04 21:30

  本文選題：步步高連鎖超市 + SWOT��； 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：零售業(yè)是商品從流通領(lǐng)域到消費(fèi)領(lǐng)域的終端環(huán)節(jié),已成為商業(yè)產(chǎn)業(yè)重要組成部分,而連鎖超市是整個(gè)零售產(chǎn)業(yè)鏈的重要階段。繼中國加入WTO以來,零售業(yè)對外開放程度日漸增長,家樂福、歐尚、沃爾瑪?shù)榷嗉覈H零售巨頭相繼通過超級市場的形式進(jìn)入我國銷售市場,使我國本土零售企業(yè)面對日益劇烈的競爭壓力。步步高連鎖超市自1995年成立至今,經(jīng)過近20年的發(fā)展,其經(jīng)營規(guī)模不斷擴(kuò)大,盈利能力不斷增強(qiáng),成功進(jìn)入中國百強(qiáng)商業(yè)連鎖集團(tuán),成為湖南省零售業(yè)的冠軍。但在我國零售業(yè)日益激烈的市場競爭環(huán)境中,面對機(jī)遇與挑戰(zhàn),如何同時(shí)實(shí)現(xiàn)降低運(yùn)營成本、提高服務(wù)質(zhì)量及擴(kuò)大競爭優(yōu)勢的目標(biāo),是各大連鎖超市的當(dāng)務(wù)之急,因此,針對步步高連鎖超市進(jìn)行競爭戰(zhàn)略層面的研究,具有重要的現(xiàn)實(shí)意義。文章首先回顧了國內(nèi)外研究現(xiàn)狀及大型綜合連鎖超市競爭戰(zhàn)略相關(guān)理論,為研究奠定理論基礎(chǔ);其次,概述了步步高連鎖超市基本情況,并通過PEST、波特五力模型等分析工具探討了步步高連鎖超市當(dāng)前面臨的外部宏觀環(huán)境、行業(yè)競爭環(huán)境及內(nèi)部環(huán)境等;然后,在上述環(huán)境分析的基礎(chǔ)上采用SWOT分析方法,從競爭優(yōu)勢與劣勢分析了企業(yè)內(nèi)部條件,外部機(jī)會(huì)與威脅分析了企業(yè)外部競爭環(huán)境;接著,結(jié)合三大競爭性戰(zhàn)略的可行性分析,得到步步高連鎖超市當(dāng)前最優(yōu)的競爭戰(zhàn)略選擇為差異化戰(zhàn)略,步步高連鎖超市需要在品牌、渠道、技術(shù)及服務(wù)等方面采取差異化競爭戰(zhàn)略,實(shí)現(xiàn)企業(yè)核心競爭力的提升;最后,根據(jù)以上明確的競爭戰(zhàn)略,分別從組織機(jī)構(gòu)、人力資源、企業(yè)文化及信息管理等方面提出戰(zhàn)略實(shí)施的具體保障措施。本文旨在通過對步步高連鎖超市競爭戰(zhàn)略的研究,使該超市能更有效的參與市場競爭,實(shí)現(xiàn)公司的長遠(yuǎn)發(fā)展。在研究過程中,對零售產(chǎn)業(yè)的分析與競爭戰(zhàn)略的確定方法,為行業(yè)研究者及潛在進(jìn)入者產(chǎn)生一定的借鑒意義,且對于今后步步高連鎖超市改善其發(fā)展?fàn)顩r,逐漸做大做強(qiáng)具有很高的指導(dǎo)價(jià)值。
[Abstract]:Retail is the terminal link from circulation to consumption, which has become an important part of commercial industry, and supermarket chain is an important stage of the whole retail industry chain. Following China's entry into the WTO, the retail industry has gradually opened to the outside world. Many international retail giants, such as Carrefour, Auchan, Wal-Mart, and so on, have entered the Chinese sales market through the form of supermarkets. Make our country native retail enterprise face day by day fierce competition pressure. Since it was founded in 1995, after nearly 20 years of development, its business scale has been continuously expanded and its profitability has been continuously enhanced. It has successfully entered the top 100 commercial chain groups in China and become the champion of the retail industry in Hunan Province. However, in the increasingly fierce market competition environment of our country's retailing industry, in the face of opportunities and challenges, how to realize the goal of reducing operating cost, improving service quality and expanding competitive advantage at the same time is the top priority of each chain supermarket. It is of great practical significance to study the competitive strategy of stepwise supermarket chain. The article first reviews the domestic and foreign research situation and the related theories of the competition strategy of large integrated chain supermarkets, which lays a theoretical foundation for the study; secondly, it summarizes the basic situation of the progressive chain supermarkets. The paper also discusses the external macro environment, industry competition environment and internal environment of Bugao supermarket by using pest, Porter five Force Model and other analysis tools. Then, based on the above mentioned environment analysis, the SWOT analysis method is used. This paper analyzes the internal conditions of the enterprise, the external opportunity and the threat from the competitive advantages and disadvantages, and then analyzes the feasibility of the three competitive strategies. Get the best competition strategy choice is differentiation strategy, step high supermarket chain need to adopt differentiated competition strategy in brand, channel, technology and service, so as to improve the core competitiveness of the enterprise. According to the above clear competition strategy, the specific safeguard measures are put forward from the aspects of organization, human resources, corporate culture and information management. The purpose of this paper is to make the supermarket participate in the market competition more effectively and realize the long-term development of the company through the study of the competitive strategy of the progressive supermarket chain. In the course of the research, the analysis of retail industry and the determination of competition strategy have some reference significance for industry researchers and potential entrants, and improve the development of supermarket chain in the future. Gradually bigger and stronger has a high guiding value.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F721.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 鄭兵云;陳圻;李邃;;競爭戰(zhàn)略對企業(yè)績效的影響研究[J];管理評論;2011年07期

2 陳圻;任娟;;創(chuàng)新型低成本戰(zhàn)略的科學(xué)研究綱領(lǐng)方法論基礎(chǔ)[J];科學(xué)學(xué)研究;2011年03期

3 賀愛忠;李鈺;;商店形象對自有品牌信任及購買意愿影響的實(shí)證研究[J];南開管理評論;2010年02期

4 王瑩;;我國上市銀行經(jīng)營績效的因子分析[J];大眾商務(wù);2010年02期

，

本文編號：1844715