成都红旗超市应对外资零售企业挤压战略思考.pdf

!堡坚塑!型壁 堕堡堑塑望堕堡翌丛望墨堡垒些堑垦竺些堕星查 ABSTRACT Since foreign retailers entered China in 1992，they have finished their strategic layout in China．Their market shares have been growing annually,and they are posting mounting threat to the domestic retailers．In Sichuan Province，although Hongqi Supermarket Chain Store of Chengdu is still the leader in local market，they are facing growing competition from foreign companies．Based on the analysis of the development of domestic retailers and the competitive advantages and core competences of foreign retailers and Chengdu Hongqi，the thesis aims to figure out the strategy for the development of Chengdu Hongqi，facilitating the rapid growth of Chengdu Hongqi． The thesis first analyzes the current devetopment of China Retail industry,which shows that most companies in this industry have the problems of lack of scale of economy,low profitability and high financial leverage，etc．Yet China is a big growing retail market，as urbanization progresses，the landscape of retail industry and the competition dynamics will change．Starting from discussing China’s entering VeTO， the thesis outlines various tactics that foreign retailers deployed to get around policy barriers，to get strategic locations，to localize operations and to use flexible promotion tricks to grab market shares rapidly．Furthermore，foreign retailers exploit their global procurement network，endowing Chinese operations core competences such as superb logistic and customer service system，they gained their dominant position in hypermarket format and conducted heavy pressure on their Chinese competitors．Then， by analyzing the opening processes of some developing countries retail industries，the thesis draws the conclusion that foreign retailers can’t be a monopoly player and local retailers can still get their room to develop，The thesis mainly analyzes competition situation and market growth potential in Chendu and Sichuan area，consumer behavior， and comparison of advantages and disadvantage