中百集团竞争战略研究

发布时间：2018-02-25 09:31

本文关键词： 竞争战略零售业中百集团　出处：《哈尔滨理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国零售业是改革开放之后才逐渐发展起来。近几年来,随着我国国民经济持续较快地发展,人民生活水平显著提高,我国巨大的消费市场,对世界零售企业有着巨大的吸引力。中国加入世贸组织以后,2004年中国的零售市场全面对外开放,家乐福、沃尔玛等零售巨头纷纷进入中国市场,这对我国本土零售企业造成了前所未有的竞争压力,同时也为我国零售业的发展创造了良好的机遇。山东潍坊百货集团股份有限公司(以下简称中百集团)是一家跨区域、多业态的大型连锁商业企业,该企业竞争战略的研究,对于我国零售业的发展具有深远的意义。本文主要运用企业竞争战略管理的相关理论,以中百集团为研究对象,对企业所在的外部宏观环境、竞争环境等的研究分析,运用波特五力模型分析了行业竞争结构,并运用SWOT工具,总结提炼出中百集团所面对的机遇和挑战以及企业自身的优势和劣势,提出适合本企业的竞争战略:首先,中百集团在一定的区域内具有规模优势,可以实行成本领先战略,以低成本来巩固企业的自身优势,赢得更大的市场份额;其次,中百集团必须发展差异化商品和服务,以获得不同于其他竞争对手的优势,提升自己的核心竞争力,在激烈的竞争中谋求立足之地;第三,中百集团要充分利用合作战略,在竞争中合作,在合作中共赢,通过与第三方物流建立战略联盟,来获得双方的发展;第四,探索多元化的发展战略,通过发展电子商务、发展购物中心方式,以此开辟新的发展途径。同时,对战略的具体实施进行阐述,并对战略的实施进行评价和控制,从而为集团的使命、愿景、战略目标和发展战略的制定和实施提供依据。
[Abstract]:In recent years, with the sustained and rapid development of our national economy, the standard of living of the people has improved significantly, and our country has a huge consumer market. After China's accession to the WTO, China's retail market was fully opened to the outside world in 2004, and retail giants such as Carrefour and Wal-Mart entered the Chinese market one after another. This has brought unprecedented competitive pressure to local retail enterprises in our country, and has also created good opportunities for the development of our retail industry. Shandong Weifang Department Store Group Co., Ltd (hereinafter referred to as Zhongbai Group) is a cross-regional company. The research on the competition strategy of the large chain business enterprise in multi-business form has far-reaching significance for the development of our country's retail trade. This paper mainly uses the relevant theory of enterprise competition strategy management, taking Zhongbai Group as the research object. Based on the analysis of the external macro environment and competition environment of the enterprise, the paper analyzes the competition structure of the industry by using the Porter's five-force model, and applies the SWOT tool to analyze the competition structure of the industry. Summarizing and refining the opportunities and challenges faced by Zhongbai Group, as well as the advantages and disadvantages of the enterprise itself, and putting forward a competitive strategy suitable for the enterprise: first, Zhongbai Group has the advantage of scale in a certain region and can implement the cost leading strategy. To consolidate the enterprise's own advantages at low cost and win a larger market share. Secondly, ZhongbaiGroup must develop differentiated goods and services to gain advantages different from other competitors and enhance its core competitiveness. Seek a foothold in the fierce competition; third, Zhongbai Group should make full use of the cooperation strategy, cooperate in the competition, win together in the cooperation, establish the strategic alliance with the third party logistics to obtain the development of both sides; 4th, Explore the diversified development strategy, through the development of e-commerce, the development of shopping centers to open up a new way of development. At the same time, the specific implementation of the strategy is elaborated, and the implementation of the strategy is evaluated and controlled. So as to provide the basis for the mission, vision, strategic objectives and development strategy formulation and implementation.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F272

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