美特好超市发展战略研究

发布时间：2018-02-20 16:45

本文关键词： 零售业战略管理环境分析战略制定战略实施　出处：《太原理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我省经济的持续增长、零售业政策的扶持和全球化经济发展，越来越多的外资零售企业和国内大型零售企业纷纷入驻山西，我省本土超市面临着众多国内外零售企业的竞争压力，沃尔玛、家乐福、北京华联和山姆士等占据了较大的市场份额，零售业间的竞争日益加剧。在严峻的竞争环境下，我省本土超市要及时作出战略调整，积极参加竞争，迎接挑战抓住机遇，形成企业自身优势。美特好集团经过十几年的发展，已经成为了我省本土超市的领头羊，本文以美特好超市为例对我省本土超市应对当前竞争的发展战略进行了研究，重点研究在当前越来越激烈的竞争中美特好超市采取的应对策略。本文系统分析了美特好超市所面临的机会与威胁和企业内部优势与劣势:美特好超市在发展过程中既有流通产业迅速发展、经济政策支持等市场机会;也有网络电商的冲击和竞争对手的威胁;既具有物流配送体系完善、本土化、先入为主、地理位置等优势，同时也存在着企业执行力差，议价能力偏低和员工素质较低等劣势。面对当前复杂的竞争形势，美特好超市要抓住机遇、避开威胁，利用优势，消除劣势，培育核心竞争力。在SWOT分析的基础上，本文提出了美特好超市应该选择总成本领先与差异化整合战略，通过生产与销售相对成本较低和适度差异化的产品来参与竞争，创造价值。要向我省中小县市渗透，抢占市场；运用差异化管理战略,在企业的经营理念,管理服务和管理方面要有自己的特点。战略实施和保障措施能帮助企业实现战略规划，美特好主要通过以下几点来保障成本领先战略的实施，一是通过扩大销售规模来带动采购价格降低；二是努力发展自有品牌，扩大市场份额；三是构建高效物流配送中心，物流配送系统信息化；四是整合分散品种，扩大单品种销售规模；五是借力信息化，提高企业运作效率；通过以下几点来实现企业的差异化战略，一是加强企业服务理念，二是提高企业员工素质，三是树立企业品牌形象，四是加强售后服务。美特好超市通过做好组织结构优化、企业文化建设和人力资源建设来保障竞争战略的实施。本文期望通过对美特好超市的发展战略研究对该企业未来的战略制定起到一定的帮助，，也可作为我省本土超市在制定企业战略时的参考。
[Abstract]:With the sustained economic growth of our province , the support of the retail policy and the economic development of globalization , more and more foreign - funded enterprises and large - scale retail enterprises have entered Shanxi . In the severe competition environment , the local supermarket in our province has become the leader of the local supermarket in our province . In the severe competition environment , the local supermarket in our province has become the leader of the local supermarket in our province . This paper systematically analyzes the opportunities and threats and the internal advantages and disadvantages of American supermarkets : the rapid development of the circulation industry , the support of economic policy and other market opportunities in the process of development , and the impact and the threat of the competitors ; and the disadvantages such as the perfection of the logistics distribution system , the localization , the pre - entry and the geographical location , and the disadvantages of poor executive power , low bargaining power and lower employee quality . Facing the current complex competition situation , the great supermarket should seize the opportunity , avoid the threat , take advantage of advantage , eliminate inferior and cultivate the core competitiveness . On the basis of SWOT analysis , this paper puts forward that the perfect supermarket should choose the total cost leading and differentiation integration strategy . It is necessary to participate in the competition and create value through the production and sales of products with relatively low cost and moderate differentiation . Strategic implementation and safeguard measures can help enterprises to realize strategic planning .

【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7

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