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(guó)加入WTO以來(lái),零售業(yè)對(duì)外開放程度日漸增長(zhǎng),家樂(lè)福、歐尚、沃爾瑪?shù)榷嗉覈?guó)際零售巨頭相繼通過(guò)超級(jí)市場(chǎng)的形式進(jìn)入我國(guó)銷售市場(chǎng),使我國(guó)本土零售企業(yè)面對(duì)日益劇烈的競(jìng)爭(zhēng)壓力。步步高連鎖超市自1995年成立至今,經(jīng)過(guò)近20年的發(fā)展,其經(jīng)營(yíng)規(guī)模不斷擴(kuò)大,盈利能力不斷增強(qiáng),成功進(jìn)入中國(guó)百?gòu)?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(guó)零售業(yè)日益激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境中,面對(duì)機(jī)遇與挑戰(zhàn),如何同時(shí)實(shí)現(xiàn)降低運(yùn)營(yíng)成本、提高服務(wù)質(zhì)量及擴(kuò)大競(jìng)爭(zhēng)優(yōu)勢(shì)的目標(biāo),是各大連鎖超市的當(dāng)務(wù)之急,因此,針對(duì)步步高連鎖超市進(jìn)行競(jìng)爭(zhēng)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(guó)內(nèi)外研究現(xiàn)狀及大型綜合連鎖超市競(jìng)爭(zhēng)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(guò)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(jìng)爭(zhēng)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(jìng)爭(zhēng)優(yōu)勢(shì)與劣勢(shì)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(jìng)爭(zhēng)環(huán)境;接著,結(jié)合三大競(jìng)爭(zhēng)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(jìng)爭(zhēng)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(jìng)爭(zhēng)戰(zhàn)略,實(shí)現(xiàn)企業(yè)核心競(jìng)爭(zhēng)力的提升;最后,根據(jù)以上明確的競(jìng)爭(zhēng)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(guò)對(duì)步步高連鎖超市競(jìng)爭(zhēng)戰(zhàn)略的研究,使該超市能更有效的參與市場(chǎng)競(jìng)爭(zhēng),實(shí)現(xiàn)公司的長(zhǎng)遠(yuǎn)發(fā)展。在研究過(guò)程中,對(duì)零售產(chǎn)業(yè)的分析與競(jìng)爭(zhēng)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(duì)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F721.7

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本文編號(hào)：1844715