连锁超市的发展战略研究论文眨眼112.docVIP

步步高连锁超市的发展战略研究 摘 要：超市业在中国发展速度最快、规模最大的形式为大卖场。仓储式超市在中国也十分流行。大型综合超市能在一个相当长的时间内满足消费者不断增长的消费需求，非常适合中国零售业目前的改革现状和现有条件，也非常适合中国经济的快速增长所带来的消费需求增长快和变化快的特点。我国超市业必须制定适合的战略．才能在竞争中占据主动地位。本文运用企业战略发展研究的理论，以步步高商业连锁股份有限公司为研究对象，对大型综合超市发展战略研究进行了详细的阐述。通过大量的调研和对步步高商业连锁股份有限公司进行综合分析，总结归纳出步步高公司现行发展中存在的优势、劣势、机会及威胁等各方面因素，确定了公司战略发展的指标体系，进而得出公司的战略分析结果，并制定了公司的战略目标和整体战略。 关键词：零售业；大型综合超市；发展战略 Research on the Development Strategy of BBG Abstract：The supermarket industry in China with the fastest developing speed, the largest form of hypermarkets. Stockroom style supermarket in China is also very popular. The large-scale comprehensive supermarket in a quite long time to meet the growing consumer demand, very suitable for Chinese retail industry present situation and reform of the existing conditions, is also very suitable for China s rapid economic growth brought about by the consumption demand increases quickly and rapidly changing characteristics. China supermarket industry must make suitable strategy to occupy the active position in the competition. The research on strategic development of enterprise theory, with BBK commercial chain Limited by Share Ltd as the research object, the large-scale comprehensive supermarket development strategy research in detail. Through a lot of investigation and the BBK commercial chain Limited by Share Ltd to carry out comprehensive analysis, summarized the BBK current development strengths, weaknesses, opportunities and threats and other factors, determine the companys strategic development index system, then the companys strategy analysis results, and to develop the companys strategic goals and overall strategy. Key words：Retail trade; supermarkets; development strategy 导论 （一）研究背景与意义 1.研究背景 连锁超市是指经营同一类别的商品和售后服务的若干超市以一定的形式合并成统一的整体，通过企业外表形象的标准化、经营管理活动的专业化、组织人事规范化以及内部管理手段的现代化，做到使复杂的商业活动实现相对的简单化，从而达到规模效应。经过10多年的发展，我国连锁超市市场发展已取得了巨大的进步，经营业态不断增加，由发展之初单一的经营模式发展到现在的大型综合超市、仓储超市、精品超市、便民超市、便利店、专业店等众多业态共同发展的格局，商品品类进一步增加，连锁超市向品牌化发展，消费者到连锁超市消费的意愿也逐步提升，超市销售额更是迅速增长。 随着国外零售巨头