上海农工商超市的发展战略研究.doc

上海农工商超市的发展战略研究 摘 要 近几年来，随着我国经济的高速增长，连锁超市业在我国得到了迅猛的发展。面对国外超市的迅速涌入，国内大型超市的强强联合，以及多种零售业态的挤压，上海农工商超市面临了巨大的竞争压力。在这种激烈的竞争环境下农工商超市如何选择合理的发展战略、在夹缝中谋求生存和发展，已成当务之急。 论文结合超市理论、战略理论，运用PEST模型和SWOT分析工具，对上海农工商超市的竞争环境、存在的问题以及具有的优势进行了深入的研究和分析，并提出了相应的对策。认为目前农工商超市宜将聚焦战略、低成本战略和差异化战略相结合。具体战略对策有与供应商发展战略合作关系；注重计算机管理和信息处理系统的应用；加强内部管理、制度化防损；推崇价值服务等等。希望本篇论文能为农工商超市的发展提供一定的参考。 关键词：上海农工商超市，战略，竞争环境 Abstract In recent years , with China’s rapid economic growth , the supermarket chain industry in China has been rapid developed .With the rapid influx of foreign supermarket, the combination of the large supermarket, and a variety of retail formats, extrusion, Shanghai NGS supermarket face enormous competitive pressure . In this competitive environment, how to choose a reasonable development strategy, how to seek survival and development in the cracks has become an urgent task for NGS supermarket . The paper combines the supermarkets theory and strategic theory, make use of PEST model and SWOT analysis tools to research and analysis Shanghai NGS Supermarkets competitive environment, the problems and advantages in-depth , and proposed the corresponding countermeasures. The thesis think that NGS should focus the strategy of combining low-cost strategy and differentiation strategy . The main strategic response include the development of a strategic partnership with suppliers; focus on the application of computer management and information processing systems; strengthen internal management and institutionalization of loss prevention; respected value services. I hope that this paper will provide a reference for Shanghai NGC supermarket . Keywords: Shanghai NGC supermarket ; strategy ; the competitive environment .  目 录 摘 要 I Abstract II 一、相关理论概述 1 （一）超级市场的含义 1 （二）发展战略的含义 1 二、 上海农工商超市的营销和竞争环境分析 1 （一）公司简介 1 （二）SWOT分析 2 （三）PEST分析 3 （四）竞争优势分析 5 三、上海农工商超市的发展战略 6 （一）聚焦战略 ——区域集中连锁扩张 6 （二）低成本战略 7 （三）推崇价值服务 9 四、结束语 10 致 谢 11 参考文献 12 一、相关理论概述 （一）超级市场的含义 超级市场是指一种相对规模大、成本低、高效售货、自助服务式，为满足消费者对食品、洗衣和家庭日常用品的种种需求服务的