太和连锁超市乡镇市场开拓研究

^论文编号:GS317  ^论文字数:31586,页数:45，附开题报告，外文翻译

摘    要
 近几年来，零售业在我国国民经济中的地位越来越重要，它直接决定着整个经济能否健康、有序地发展。随着中国市场经济发展的逐步深入，连锁超市已经成为我国在城市商业中发展最迅猛的零售业态。但是，自2004年中国商业零售领域保护政策的到期，我国取消对外商投资商业企业在地域、股权和数量等方面的限制，中国流通业全面对外开放。面对国外超市的纷至沓来，国内大型超市的强强联合，以及多种零售业态的挤压，我国超市业，尤其是我国中小型超市企业面临了巨大的竞争压力。在这种激烈的市场竞争环境下，我国中小型超市如何选择合理的发展战略、在夹缝中谋求生存和发展，已成当务之急。
 本文运用企业战略发展研究的理论，以太和连锁超市为研究对象对中小型连锁超市发展战略研究进行了详细的阐述。通过大量的调研对太和连锁超市公司进行综合分析，总结归纳出公司现行发展中存在的优势、劣势、机会及威胁等各方面因素，确定了公司战略发展的指标体系，进而得出集团公司的战略分析结果，并制定了集团公司的战略目标和整体战略。同时对战略的实施进行阐述，以保证集团公司战略的有力执行。在本文具体分析过程中，综合运用了SWOT等战略研究方法展开具体研究,力求研究的针对性和实用性。
 全文共分为五个部分。第一章是绪论部分。第二章简单的介绍了文章的理论基础。第三、四章将太和连锁超市作为本文的研究案例，对其的战略转移情况进行研究，用SWOT方法分析了太和连锁超市的竞争劣势与优势，机会与威胁，分析了战略转移的原因和可行性。第五章是对太和连锁超市的发展提出几点建议，为其大力开拓农村市场以及坚持连锁经营的指明了改进方向。最后一章是本文的结论。

关键词：中小型连锁超市；SWOT分析法；战略转移；乡镇市场 

Abstract
 In recent years, the retail industry in China's national economy is becoming more and more important, it directly determines whether the health of the economy as a whole, and orderly manner. With the Chinese market, the gradual deepening of the economic development of supermarket chains in the city has become a business in our country's fastest growing retail formats. However, since 2004, China's commercial retail area of the expiration of the protection of the policy, China's lifting of foreign-funded commercial enterprises in the region, such as equity and the number of constraints, China fully opened circulation. Pour in the face of foreign supermarkets, large supermarkets, powerful alliances, as well as extrusion of a wide range of retail formats, my supermarket industry, in particular small and medium-sized supermarkets in China's enterprises are facing tremendous competitive pressures. In this highly competitive market environment, China's small and medium-sized supermarkets how to choose a reasonable development strategy, in the cracks to seek survival and development, has become a top priority.
 This paper studies the development of business strategy theory, Tai supermarket chains in order to study the development of small and medium-sized supermarket chains to carry out strategic research in detail. Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis, Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis of the company, summarized the development of the companies that exist in the current strengths, weaknesses, opportunities and threats and other factors, to determine the company's strategic development of the indicator system , and then come to the strategic analysis group, and to develop the Group's strategic objectives and overall strategy. At the same time, the implementation of the strategy set out to in order to ensure effective implementation of Group strategy .Specific analysis in this process, the comprehensive use of the SWOT strategic research methods, such as specific studies to study the relevance and practicality. 
 The full text is divided into five parts. The first chapter is the introduction part. Chapter II a brief account of the theoretical basis of the article. Third, the four chapters will be Tai supermarket chains as a case study of this article, the strategic shift of its case study approach with SWOT analysis of the Tai supermarket chains a competitive disadvantage and advantages, opportunities and threats analysis of the reasons for the strategic shift and feasibility. Chapter V is the development of Tai supermarket chains to make a few suggestions for its efforts in developing the rural market, as well as adhere to the specified chain to improve the direction. The final chapter is the conclusion of this article.

Key words: small and medium-sized supermarket chains; SWOT analysis; strategic shift; township market

目    录
摘    要 I
Abstract II
第1章 绪论 1
1.1^论文的目的及意义 1
1.2 国内外研究现状 1
1.2.1国外的研究现状及发展趋势 1
1.2.2国内研究现状及发展趋势 4
1.3研究思路及内容 5
1.3.1研究思路 5
1.3.2研究方法 5
第2章 本文研究的相关理论基础 7
2.1连锁超市的概念 7
2.2连锁超市经营的特征 10
2.3市场开拓的理论及方法 11
第3章 太和连锁超市市场开拓原因分析 18
3.1太和连锁超市发展概况 18
3.2太和连锁超市存在的经营问题 19
3.3太和连锁超市市场开拓的目的及影响因素 20
第4章 太和连锁超市乡镇市场开拓的环境分析 23
4.1 太和连锁超市乡镇市场开拓的微观环境分析 23
4.1.3机遇与威胁 25
4.2太和连锁超市内部环境分析 28
第5章 太和连锁超市乡镇市场开拓的策略及预计效果分析 30
5.1太和连锁超市乡镇市场开拓的策略 30
5.2太和连锁超市进入乡镇市场预计效益分析 34
第6章 结论 38
参考文献 39
致    谢 40

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