山西家利超市竞争优势研究-工商管理专业论文.docxVIP

摘要本文主要针对目前学术界和企业界讨论的热点问题——从2004年1 摘要 本文主要针对目前学术界和企业界讨论的热点问题——从2004年1 2 月1 1日起，中国加入WTO三周年己满，根据入世承诺，中国零售业对外资全面 开放。在外资零售业的强大冲击下，中国零售业如何在竞争中建立和保持竞争优 势——进行了深入的分析，并从定性和定量的角度对我国中小零售企业山西家 利超市建立和保持竞争优势进行了理论分析和实证研究。首先，本文对现阶段我 们连锁零售业的发展状况进行了概述，研究了传统的理论中零售业竞争优势的来 源，引用了SWTO模型分析了山西家利超市的优势、劣势和机会和威胁，分析研 究了家利超市在竞争中面临的困境。然后，根据以上的分析和研究，提出了我国 零售业建立和保持竞争优势的三种战略模式，即成本领先模式、规模经济模式和 价值链优化模式，并在综合比较三种模式的基础上确立山西家利超市采用价值链 优化模式来建立和保持自己的竞争优势。 本文的研究结果表明，现代零售业的竞争，企业上下游的价值链的竞争已 经替代了企业单个环节的竞争，只有企业从整个价值链全局胜出，才能获得和保 持企业长远的竞争优势。这也是本文研究的意义所在。 关键词： 零售业竞争战略竞争优势价值链 ABSTRACTThis ABSTRACT This paper is referring to the hot topic among academe and enterprises．It has been three years since China enters into WTO on Dec．I 1,2004．Based on promises， Chinese retail trade should open to foreign states completely．Under the furious impacts from foreign states，how to establish and keep competitive advantages for Chinese retail trade，which has been studied thoroughly．From the angle of nature and quantity，analysis and investigation also are done on how to set up and ke印 competition for Shanxi JiaLi Supermarket．First,the paper starts with a general introduction on the developing status ofour chain retail trades at current stage．It also studies the competitive advantage source in the traditional theory and the advantage， disadvantage，opportunity and threatening of Shanxi JiaLi Supermarket by quoting SWTO Model．It studies the difficulties that Shanxi JiaLi Supermarkct is facing in the furious competition tOO．Then，based on above analysis and study，it provides three kinds of strategy modes for establishing retail trade and keeping competitive advantages，which are cost first mode，scale economy mode and valuable chain mode． Comparing the three modes，it confirms that Shanxi JiaLi Supermarket should adopt valuable chain optimized mode to set up and keep its own competitive advantages． The study shows that the single chain competition has been replaced by t he competition of modem retail trade and the fluctuation valuable chain