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论文编号：	13296
作者编号：	2120202932
上传时间：	2022/6/10 11:50:50
中文题目：	XMY连锁超市竞争战略研究
英文题目：	Research on the Competitive Strategy of XMY Supermarket Chain
指导老师：	牛芳副教授
中文关键字：	零售行业；竞争战略；连锁超市；差异化战略
英文关键字：	retail industry; competitive strategy; supermarket chain; differentiation strategy
中文摘要：	零售业是将商品和服务出售给消费者供其最终消费的全部活动的行业。随着经 济全球化的发展，大型的国外连锁超市如乐购、家乐福、沃尔玛等进入中国消费市 场，抢占国内市场份额，国内的大型超市物美、大润发、人人乐快速扩张，目前超 市市场形成了国内国外两足鼎立的模式。这些大型的超市依靠先进的管理模式和技 术高速发展，在我国零售市场上有着举足轻重的地位，给我国中小型连锁超市带来 了强大的冲击。连锁超市作为传统零售行业的业态之一，如何制定出符合自身客观 实际情况的竞争战略是一个重要的研究课题。 本文选择的研究对象是 XMY 连锁超市，这家公司坐落于五线城市葫芦岛，2018 年成立。目前，实体连锁超市面临国内经济放缓和零售行业整体需求低迷的局面， 竞争日趋激烈，超市在迎来市场机会的同时，也面临着各种挑战。本研究的目的在 于为 XMY 连锁超市制定合适的竞争战略，帮助该公司适应日趋激烈的竞争新格局， 实现可持续发展的目标。 本文首先运用 PEST 分析法、波特五力模型对 XMY 连锁超市的外部环境进行分 析，明确超市面临的机会与威胁，建立外部环境分析评价矩阵，其次用 SWOT 分析 法对超市的内部环境进行分析，明确超市的优势与劣势，建立内部环境分析评价矩 阵，有利于超市做出正确的竞争战略选择，然后本文根据定量计划矩阵方法的评分， 从低成本战略、差异化战略和聚焦战略中选择了评分最高的差异化战略作为 XMY 连 锁超市的竞争战略，并提出了合理的战略保障措施。本研究丰富了企业竞争战略研 究的相关案例，对四五线同类型连锁超市企业发展提供一些参考。
英文摘要：	Retailing is an industry that sells consumer goods and related services to final consumers, individuals or social groups for their final consumption. With the development of economic globalization, large-scale foreign supermarket chains such as Tesco, Carrefour, and Wal-Mart have entered the Chinese consumer market and seized domestic market share. Domestic large-scale supermarkets such as Wumart, RT-Mart, and Renrenle have expanded rapidly. At present, the supermarket market has formed two domestic and foreign markets. Stand alone mode. These large supermarkets play a pivotal role in my country's retail market by relying on advanced management models and technologies to develop rapidly, and have brought a strong impact on small and medium-sized supermarket chains in my country. As one of the formats of traditional retail industry, how to formulate a competitive strategy in line with its own objective reality is an important research topic. The research object selected in this thesis is the XMY supermarket chain, which is located in the fifth-tier city Huludao and was established in 2018. Currently, brick-and-mortar supermarket chains are faced with the slowdown of the domestic economy and the sluggish demand in the retail industry as a whole. Competition is becoming increasingly fierce. While the supermarkets have ushered in market opportunities, they are also facing various challenges. The purpose of this study is to design an appropriate competitive strategy for the XMY supermarket chain to help the company adapt to the increasingly fierce competition and achieve the goal of sustainable development. This thesis firstly uses PEST analysis method and Porter's five forces model to analyze the external environment of the XMY supermarket chain, to clarify the opportunities and threats faced by the supermarket, and to establish the external environment analysis and evaluation matrix. Identifying the strengths and weaknesses of supermarkets and establishing an internal environment analysis and evaluation matrix is helpful for supermarkets to make correct competitive strategic choices. Then, according to the scoring of the quantitative planning matrix method, this thesis selects scores from low-cost strategy, differentiation strategy and focus strategy The highest differentiation strategy is used as the competition strategy of XMY supermarket chain, and reasonable strategic safeguard measures are put forward. This research enriches the relevant cases of corporate competition strategy research, and provides some references for the development of the same type of supermarket chains in the fourth and fifth tiers.
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