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五邑大学本科课程设计（论文） 五 邑 大 学 课 程 论 文 论文题目：大润发连锁超市竞争战略研究 院 系 经济管理学院 专 业 工商管理 学 号 3212000529 学生姓名 马妙娟 课程名称 连锁经营管理 任课教师 罗俊 完成日期 2014年12月18日 摘 要 “民以食为天”，衣、食、住、行是每一个人生存的基本，伴随生活水平的上升，大型连锁超市得倒迅速扩张，大润发抓住了机遇并一步步脚踏实地发展到现在排名第四的位置上，大润发以低成本领先竞争战略不断的发展自身。随着中国经济结构调整及增速放缓，连锁零售行业也迎来了自身的变革时代。在新的时代里，大润发能否依然凭借低成本领先竞争战略占到市场份额？以新会大润发为例，新会大润发将及时抓住机遇迎接挑战，为实现大润发的企业愿景而努力。 本文在前面对大润发及其所属公司--润泰全球的发展历程、公司文化、发展现状以及润泰全球在零售业上采用的竞争战略做出介绍；同时通过对新会大润发连锁超市进行的SWOT分析，从超市成本入手，阐述了新会大润发自身所具有的优势和劣势以及大润发的发展方向。 最后，本文对新会大润发在低成本领先竞争战略的实行过程以及取得的成果进行总结，并提出今后新会大润发在发展过程中的点滴建议。 关键字： 大润发 连锁超市 低成本领先竞争战略 Abstract Food is the first necessity of the people. Clothing,food,shelter and transportation are our daily living elements.With the rise of the rise of the living level, supermarket chains spread rapidly.RT-MART has seized the opportunity?and?step by step,?stand on solid ground development up to now?ranked fourth?position.RT-MART?with low?cost leading competitive?strategy of?continuous development?of their own. With Chinas?economic?structural adjustment?and?growth is slowing,?chain industry has ushered in?its own?times of change.?In the new era,?the RT-MART rely on?low?cost leading competitive strategy?for the market?share??In Xinhui RT-MART for example,?Xinhui?RT mart?will promptly?seize the opportunities and meet the challenges,?and?strive for the realization of?the RT Mart?corporate vision. Based on the former in the face of RT-MART and its subordinate company, RT-MART group global development course, company culture, the development present situation as well as RT-MART group on the world in retail competition strategy to make a introduction.Will at the same time through the Xinhui RT-MART supermarket chain of SWOT analysis, from the supermarket cost, this paper expounds the new RT-MART itself may have advantages and disadvantages and development direction of RT-MART. Finally, in this paper, the Xinhui RT-MART in low cost leadership competitive strategy