生鲜超市店长培养模式研究

发布时间：2017-12-28 16:37

本文关键词：生鲜超市店长培养模式研究　出处：《福建农林大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着城市连锁商业的飞跃发展,以及人们消费习惯的改变,并依托农改超政策的大力扶持,我国生鲜连锁超市得到快速的发展,已初步形成一定规模,因此对于店长的需求也越来越大。由于生鲜超市商品与经营模式的特殊性,外资超市完善的店长培养模式无法直接复制,从外资超市跳槽过来的中高级干部又出现水土不服情况,而生鲜超市店长很多都是从基层走上来,个人素质并不是很强。在农改超的政策的大力刺激下,以及电商的冲击下,生鲜超市的发展势头反而越来越好。随着生鲜超市用工对象的年轻化,以及顾客消费习惯的个性化,急需一套适合生鲜超市要求的店长培养模式。当前大部分生鲜超市的店长,是从门店基层一步步走上来,他们的文化素质很低,大部分还都是高中学历。他们有着非常丰富的生鲜经营经验,但是在人员管理、团队激励、社区关系、数据分析及品类营销等方面,还是相对非常薄弱的。由于生鲜超市的发展历史相对较短,对于店长的培养体系也是不尽完善,缺乏系统性和整体性。在生鲜超市高速发展过程中,累计下来的培训素材和资料,随着用工对象的年轻化,顾客消费习惯的个性化,显然当前的生鲜培养模式无法满足新时代的要求。本文通过对生鲜超市店长培养现状的分析,对比三种主要店长培养模式的,并参考了生鲜超市店长职场现状,发现生鲜超市店长培养存在诸多问题,尤其是生鲜超市店长培养机制极不健全,对于店长的培养体系也是不尽完善,缺乏系统性和整体性。本文结合行业实践案例和网络相关数据,并通过与相关企业的拜访交流,总结出一套更具系统性、合理性与可操作性的店长培养模式,希望借此提升生鲜超市的经营管理水平。
[Abstract]:With the rapid development of urban chain business and the change of people's consumption habits, and relying on the support of the policy of agricultural reform and super policy, China's fresh supermarket chains have been developing rapidly, and have already formed a certain scale. Because of the particularity of fresh supermarket management mode, perfect the training mode of foreign supermarket manager can not be directly copied, senior cadres switched over from foreign supermarkets and fresh supermarket manager The climate does not suit one., many are come up from the grassroots, personal quality is not very strong. Under the vigorous stimulus of the policy of the agricultural reform and the impact of the electric business, the momentum of the fresh supermarket is getting better and better. With the youth of the fresh supermarket and the individualization of the customer's consumption habits, it is urgent to cultivate the model of the Shop Director for the fresh supermarket. At present, the chief of most fresh supermarkets is from the grass-roots level of the store, their cultural quality is very low, most of them are high school education. They have very rich experience in fresh management, but they are relatively weak in personnel management, team motivation, community relations, data analysis and category marketing. Because of the relatively short history of the development of fresh supermarkets, the training system for the shop chief is not perfect, lacking systematicness and integrity. During the rapid development of fresh supermarkets, the accumulated training materials and materials, with the younger employees and customary consumption habits, obviously show that the current mode of fresh training can not meet the requirements of the new era. By analyzing the current situation of the training of the supermarket manager, three main manager contrast training mode, and with reference to the status of the supermarket manager found that workplace fresh, fresh supermarket manager training has many problems, especially the supermarket manager training mechanism is not perfect, the manager of the training system is not perfect, the lack of systematic and overall of. Based on industry practice cases and network related data, and through interviews with related enterprises, a more systematic, reasonable and operable mode of store manager training is summed up, hoping to improve the management level of fresh supermarkets.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7

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