菏泽市东明县明大超市营销环境分析及发展对策.doc

山 东 科 技 大 学 本科毕业设计（论文） 题 目 菏泽市东明县明大超市 营销环境分析及发展对策 学 院 名 称 财经系 专 业 班 级 工商管理07-1班 学 生 姓 名 黄让霞 学 号 指 导 教 师 田为厚教授 填表时间：2009 年 6月 5日 摘要零售业是一个关系国计民生的行业,与国民经济的繁荣与衰退息息相关。伴随20多年的经济快速成长,中国零售业正以每年7%的速度增长,成为全球零售市场发展最快的国家。零售业充满着机遇和挑战,是中国未来经济发展最为关键的环节之一。 多年来,我国零售业取得了很大的发展,我国的连锁超市发展更是快速。但是,与国外的连锁超市相比,我国的超市在规模、效益、实力等方面都存在很大的差距。因此,分析我国连锁超市的现状、存在的问题,研究我国超市的战略发展及其相应的对策措施,不断提高我国超市的经济效益,这对我国连锁超市来说,具有很大的现实意义。 本文试图就连锁经营的发展历程、经营现状、业态选择、经营水平等方面进行研究,并与国外零售企业进行比较分析,找出中外零售业连锁经营在发展过程中存在的主要问题或差距,来应对解决我国大部分连锁零售企业规模小、竞争力差和资源控制力弱的经营状况。?关键词环境核心竞争力ABSTRACT Retail is a relationship between the life industry, and the national economy is closely related to the prosperity and recession. With more than 20 years of rapid economic growth, Chinas retail industry is an annual seven percent growth in the retail market as the worlds fastest developing countries. The retail industry is full of opportunities and challenges Chinas future economic development of one of the most crucial aspect. Over the years, Chinas retail sector has achieved great development, Chinas chain stores is more rapid development.However,compared to foreign supermarket chains, supermarkets in Chinas scale, efficiency, strength, and so have a lot of gaps. Therefore, the analysis of the status of Chinas supermarket chain, the existing problems, and study the strategic development of Chinas supermarkets and its measures accordingly, and continually enhance the economic efficiency of Chinas supermarkets, chain supermarkets in China, has great practical significance. This paper attempts to chain Mingda supermarket on the course of development, operating status, choose Format, operating in the level of research and retail enterprises with foreign conduct a comparative analysis to identify Chinese and foreign retail chains in the process of development the main problems or gaps , The majority of Chinas resolve to