农村连锁超市发展战略研究--以XX市为例.doc

摘 要:自2005年“万村千乡”市场工程启动以来，株洲市农村连锁超市进入快速发展的新阶段，至今已取得较大进展。2010年的中央一号文件强调继续加强“万村千乡”市场工程的建设和提升农村超市的服务质量，农村连锁超市的发展朝着高质量高水平的方向步入一个新阶段。文章采用文献分析法及理论联系实际的方法，收集和分析与战略管理研究有关的文献资料，熟悉国内外学者在此领域的研究现状。运用波特五力模型和SWOT分析法分别对农村连锁超市的行业竞争环境和内部发展环境进行分析，以得出其在发展过程中具备的优势、机遇和面临的问题和挑战。通过企业案例研究对目前株洲市农村连锁超市发展过程中遇到的实际问题作实证分析，制定出下一个经济发展期内株洲市农村连锁超市发展的业务战略和职能战略，主要包括：成本领先战略、差异化战略、最优成本供应商战略，空间布局选址的优化、营销组合策略的整合、“B2B连锁网络与物流共配”综合服务运营模式等。文章的目的是对农村连锁超市目前的发展提出有价值的思考，为提高乡镇连锁超市的经营水平和正在开拓农村市场的连锁超市企业提供借鉴性意见。

关键词：农村连锁超市；发展战略；株洲市；区域经济

ABSTRACT:Marked with the launch of “Thousands of Villages” market engineering in 2005， rural chain supermarket in ZhuZhou entered a new era of rapid development and have made a significant progress. In 2010，the No. 1 central document issued on continuing enhancing the service quality of “Thousands of Villages” supermarkets and farm shop, and the development of the rural supermarket chain in the direction of the high quality and high level has been into a new period. The article uses the method of literature analysis and theory with practice, and through the collection, sorting, reorganizing and analysis on literature research on the development of strategic management research to understand the research status of domestic and foreign scholars in this field. The article also using the five forces framework and SWOT method to severally analyze the rural supermarket chain industry competition environment and the external competition environment to draw in the advantage, opportunities and problems and challenges in its development progress. Through the enterprise case study of zhuzhou city at present practical problems encountered in the rural supermarket chain development process, this article formulates business strategy and functional strategy of ZhuZhou rural chain supermarket in next period, and this mainly includes the over all cost leadership, differentiation strategy, the best cost provider strategy, site selection optimization, marketing mix strategy integration, "B2B network and logistics chain together" integrated service operation mode, etc. The purpose of this article is to put forward valuable thinking for the current development of ZhuZhou rural chain supermarket an d to provide helpful advice for improving the management level of township supermarket.

Keywords: rural chain supermarket； development strategy； ZhuZhou； regional economy