毕业设计（论文）《中小连锁超市的现状及竞争策略研究》.docVIP

哈尔滨商业大学德强商务学院毕业论文（设计） PAGE PAGE II 哈尔滨商业大学德强商务学院 毕业论文（设计） 　毕业论文 中小型连锁超市竞争 　　　　　　题　　目 策略的研究 　　　　　　指导教师 　　　　　　学生姓名 二O 年 月 日 摘 要 超市作为一种新的商品零售模式，在我国快速发展，它的健康发展与居民生活的关系已经越来越密切。不论是销售额还是门店数的增长率都远远摆脱了百货商场、街边夫妻店这些中国传统的零售模式。整个行业在表面上虽然呈现出一片突飞猛进的良好趋势，但是对于中国本土的中小连锁超市品牌却是冲击很大。虽然也有百联、华联、好又多这样的本土领军品牌，但是数量占绝大多数的本土中小连锁超市的生存发展却令人堪忧。由于这些超大型的本土超市品牌早已积累了足以对抗国际巨型连锁企业的经验和资本，而且这样的超大型本土超市品牌为数不多，因此本文所探讨的主要是针对中国本土的中小型连锁超市今后发展方向的探讨以及具体对策。 论文通过运用“SWOT分析法”，对中小型连锁超市的竞争环境进行分析，提出了提升我国中小型连锁超市竞争优势的建议。具体有扩大自身规模，走扩张策略，调整商品结构，实现错位经营，完善物流体系建设，延伸市乡镇市场等6个竞争策略。实现中小超市的持续、健康、发展。 关键词：零售模式；连锁超市；竞争环境；策略 Abstract The rapid development of supermarkets in China as a new retail model, the healthy development of living has become increasingly close relationship. Whether it is the growth rate of sales or the number of stores are far out of department stores, street mom and pop Chinese traditional retail model. The entire industry on the surface, showing a good trend of a rapid, but a big impact for small and medium-sized supermarket chains in Chinas domestic brand. Although UBP, Hualian, Trust-Mart of the local leading brand, but the number accounted for the vast majority of local small and medium-sized supermarket chains in the survival and development is worrying. Oversized local supermarket brand has already accumulated enough to fight against the international giant chain experience and capital, and the small number of very large local supermarket brand of mainly small and medium-sized supermarket chain for Chinas domestic future Discussion of the development direction and specific countermeasures. Through the use of SWOT analysis, analyze the competitive environment of the small and medium-sized supermarket chains, and put forward recommendations to enhance the competitive advantage of small and medium-sized supermarket chains in China. Specific competitive strategy to expand their scale, take the expansion strategy, adjustment of product structure, and disloc