我国乡镇中小型超市经营现状和和创新战略研究.doc

摘要:随着中国对外开放的程度越来越高，许多国外大型的连锁超市已经进入中国市场，而且已经开始由城市向乡镇发展的趋势，超市之间的竞争越来越激烈。对于乡镇中小型超市来说，生存俨然是一种越来越大的挑战。

　　虽然挑战存在着，但是乡镇的市场还有巨大的潜力，合理安排好战略，寻找好的合作伙伴，不断创新，才能在夹缝中求得生存

　　　本文通过对乡镇中小型超市的定位，对超市发展理论加以研究，运用SWOT分析长三角地区乡镇中小型超市的环境，结合个人的工作经历，得出适合长三角地区乡镇中小型超市的经营战略。同时结合长三角地区超市发展的情况，重点以农工商超市有限公司介绍乡镇中小型超市的发展思路，并去好德超市实际调查，将可提高之处与店长进行交流，得到店长的有力支持与帮助。

　　　经实践论证，所提出的的战略对于乡镇中小型超市还是有一定的帮助的，尤其是商品的集中陈列和特色化服务在实践中对于提升超市的业绩给予帮助。希望该篇文章给我国长三角地区的乡镇中小型超市的发展提供参考。

关键词：长三角地区；乡镇中小型超市；SWOT分析；战略研究与运用

Abstract:With China's opening to the outside world degree is higher and higher, many large foreign supermarket chains have entered the Chinese market. The trend of the development of the supermarket has started from the cities to the villages and towns and the competition between the supermarkets is becoming fiercer and fiercer. For small and medium-sized supermarkets in villages and towns, survival is a growing challenge.

　　　Although challenges exist, there is great potential in the villages and towns’ market .Reasonable arrangement of good strategy, looking for a good partner and continuous innovation are the ideas to survive in the cracks.

　　　The study of this paper is outspreaded in this logic way: Position the small and medium-sized supermarkets in villages and towns, research supermarket development theory, SWOT analysis of small and medium-sized supermarket’s development environment in villages and towns, combined with personal experience, reach a result of suitable business strategy for small and medium-sized supermarket in villages and towns. Combination of supermarket development in Yangtze river delta, introduce the development ideas of the small and medium-sized supermarkets in villages and towns based on shanghai nonggongshan supermarkets.Make a survey on alldays supermarket, study its advangtages and communicate with the store manager.Push forward my point of improvement views and get the manager's strong support and help.

　　　The proposed strategy for the small and medium-sized supermarkets in villages and towns do have certain help via practice demonstrate , especially concentrated display of commodity and characteristic service which make a contribution in practice for supermarket sales. I hope that the article provides reference for the development of our country’s small and medium-sized supermarkets in villages and towns.

Keywords: Yangtze river delta、Small and medium-sized supermarkets in villages and towns; SWOT analysis; Strategy research and application.

　　　随着社会就业竞争压力越来越大，不少的人都开始选择自主创业，其中一个意向便是开一家小超市。超市是在20世纪80年代初引入中国的，随后便成惊人的增长速度增长着，随着像家乐福、沃尔玛、麦德龙、欧尚的抢占中国市场，导致中国很多本土的中小型企业纷纷倒闭。近几年，本人也亲眼目睹了超市的极盛与部分超市的衰败。但是中小型超市相对于大型超市来说既然是一种补充，必然有其存在的意义，所以只有经营得当，有自己的发展战略，抓住机遇和需求，中小型超市才能在激烈的竞争下生存。

　　　本文首先通过对超市的理论研究，对超市的概念进行分析，何为中小型超市，主要从经营面积、所覆盖的商圈、采购的来源、销售种类、目标消费群等方面将大型超市和中小型超市区分开来，从而确定研究方向。其次对零售业的发展理论和超市的战略理论的研究，确定战略的方向。再次对乡镇中小型超市的经营状况经行分析，从外部和内部的环境分析，外部环境包括经济环境、法律环境、消费者情况分析，内部环境的分析结合SWOT分析，从优势、劣势、机会、威胁四个地方分析。接着，对上面的经营状况的分析提出适合乡镇中小型超市的创新战略，包括数字化、特色化、联合或连锁化战略，并根据战略提出了六点对策。最后总结所有以上的研究内容。