乐购超市长春市场发展策略探讨-高级管理人员工商管理专业论文.docxVIP

PAGE PAGE 10 S02E02S047 廖志辉 乐购超市长春市场发展策略探讨 Abstract Roll ing 1ike a can t be s topped snow ball ，another wav 巳 of whi te-h巳at in retail business ，is coming up in dir 巳ct gradually ，after the strategic policy of wro ( World Trading Organization) regulation be announced and adopted by China Government ，while in facing global competition. On the other hands ，even more strict and straight shopping environment while meeting criteria of sanitation and comfortable ，are fully awarded and adopted in 1 ine wi th the growth of g巳 tting quick economic and consumer cogni t i on speedi 1y. Fai rness t rading accompani es wi th hones t i n t eract i ng and transparenc 巳 pricing are thereby getting even matur 巳 Cαnparatively. Hymai 1.who put the concept of easy shopping as general practice ，has had split her operation in East ， South North East and South west regions strategically for quite a while ，and also expanding her business in accordance with the plan of National economic developing guidance so as to position herself as one of the outstanding player in fi 巳 ld market of Chinese society. Approach of global strategic thinking and ticktack in facing local competition are the issues to be explored ，while Hymall is engaging and d巳veloping her business in North east region ，especial for the Chang-Chun C 1 ty K巳y word: WTO ( World Trading Organiza t i on): retai 1 bus iness: whi te-heat: Hyma 11 S02E025047 S02E025047 廖志辉 乐购超市民春市场发展策略探讨 n.前言 乐购超市长春市场发展策略探讨 顶新国际集团(康师傅) 1997 年继生产方便面及饮料产品外，正式成立流 通事业处发展量贩超市，积极开拓多元化的经营策略，进入商业流通领域，掌握 商品销售渠道，作为产品扩大市场份额及掌握商品流通渠道。并继华东区域上海 店群经营成功之经验， 2000 年 5 月成立东北区区本部进军东北战区，从沈阳、 大连到辽阳， 2003 年即正式进入吉林省长春市，开展了顶新国际集团流通事业 东北区域的版图。 本文不以统计数据如人口结构、经济水平或工商法令做为探讨的出发点，而 是以市场竞争的策略为切入点，观察顶新乐购集团选择长春市继续北征的战略目 的与面对强敌沃尔玛及当地超市所采取的市场战略手段，藉以了解企业进入长春 市场的战略着眼与竞争策略。 2. 零售业发展理论 2.1 零售定义 对于现代大多数经常逛百货商店、便利商店与超级市场的消费者而言，零 售这一个词汇，应该是个耳熟能详词句。但要给予一个明确的定义，恐怕还是 不容易的，即使在学术界对零售一词，也尚未有一个共同认可的标准定