步步高连锁超市竞争战略研究

发布时间：2018-05-04 21:30

本文选题：步步高连锁超市 + SWOT　；参考：《湘潭大学》2017年硕士论文

【摘要】：零售业是商品从流通领域到消费领域的终端环节,已成为商业产业重要组成部分,而连锁超市是整个零售产业链的重要阶段。继中国加入WTO以来,零售业对外开放程度日渐增长,家乐福、欧尚、沃尔玛等多家国际零售巨头相继通过超级市场的形式进入我国销售市场,使我国本土零售企业面对日益剧烈的竞争压力。步步高连锁超市自1995年成立至今,经过近20年的发展,其经营规模不断扩大,盈利能力不断增强,成功进入中国百强商业连锁集团,成为湖南省零售业的冠军。但在我国零售业日益激烈的市场竞争环境中,面对机遇与挑战,如何同时实现降低运营成本、提高服务质量及扩大竞争优势的目标,是各大连锁超市的当务之急,因此,针对步步高连锁超市进行竞争战略层面的研究,具有重要的现实意义。文章首先回顾了国内外研究现状及大型综合连锁超市竞争战略相关理论,为研究奠定理论基础;其次,概述了步步高连锁超市基本情况,并通过PEST、波特五力模型等分析工具探讨了步步高连锁超市当前面临的外部宏观环境、行业竞争环境及内部环境等;然后,在上述环境分析的基础上采用SWOT分析方法,从竞争优势与劣势分析了企业内部条件,外部机会与威胁分析了企业外部竞争环境;接着,结合三大竞争性战略的可行性分析,得到步步高连锁超市当前最优的竞争战略选择为差异化战略,步步高连锁超市需要在品牌、渠道、技术及服务等方面采取差异化竞争战略,实现企业核心竞争力的提升;最后,根据以上明确的竞争战略,分别从组织机构、人力资源、企业文化及信息管理等方面提出战略实施的具体保障措施。本文旨在通过对步步高连锁超市竞争战略的研究,使该超市能更有效的参与市场竞争,实现公司的长远发展。在研究过程中,对零售产业的分析与竞争战略的确定方法,为行业研究者及潜在进入者产生一定的借鉴意义,且对于今后步步高连锁超市改善其发展状况,逐渐做大做强具有很高的指导价值。
[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.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.7

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