中国连锁超市竞争策略分析.pdf

中国连锁超市竞争策略分析 中文摘要 中国加入WTO 是期待以久的事情，然而当加入 WTO 的协议在一步步实施 的同时，也就意味着中国的大门正一步步向世界列强敞开，外资来华经营的门槛 也一级级降低。从 1992 年—2003 年 9 月，全国累计实际利用外资约 30 亿美元， 共设立外资商业企业 264 家，分店 2200 多个。期间，全球 50 家最大的零售企业， 已经有40 多家在中国“抢滩登陆”，沃尔玛、家乐福、麦德隆、伊藤洋华堂、万 客隆等零售巨头在中国的零售市场上已经遍地开花。这些外资零售企业在华经营 具有规模优势、技术优势和价格优势等多种优势，相对于外资的这些优势，而国 内的连锁超市则又存在着规模与效益不均衡、品类管理混乱、广告和促销不规范、 卫生和安全存在隐患等多处问题。即使是在这样的形式下，国内连锁超市并不会 完全被外资打败，只要认清形式，选好战略发展，麦肯锡预言就不会成为现实。 零售业已经全面开放的今天，国内连锁超市的出路除了克服本身存在的前述的问 题外，还应积极开展电子商务、开拓西部以及全国农村市场，相信，未来中国的 零售企业也会出现像沃尔玛、家乐福这样的零售巨子。 【关键词】零售业 连锁超市 外资零售企业 策略 1 ABSTRACT We want to be a member of the WTO for a long time. At last we got it at 2001. From then on our country would be open for other countries. So many foreign corporations came to China. And the retail business becomes the focus. The entry of the foreign capitals retailer causes enormous influence to chain supermarket of China. They have Scale advantage, Technological advantage and price advantage. These advantages constitute great threat to domestic chain supermarket. Not merely there are not these advantages in the domestic chain supermarket, they have their own problem. It is here that these questions behave mainly that category manageral confusion, the potential safety hazard exists and so on. Because of those problems make their development speed slackening. But they also have their own advantages such as indigenous advantage and the advantage of favourable climate and geographical position and support of the people. So they will not be fought down. Now the chain supermarket of China should something which is must to be done. They should sinew the manageral confusion , open up the rural market and the Electronic Commerc