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论文编号：	1962
作者编号：	2120072299
上传时间：	2009/12/13 20:17:45
中文题目：	中国农村连锁零售企业经营战略研究
英文题目：	The Research Of Chain Retail Enterprises’ Business Strategy In China s Rural Areas
指导老师：	吴晓云
中文关键字：	连锁零售企业 经营战略 供应链 SWOT分析
英文关键字：	Retail chain Enterprise Business strategy Supplier chain SWOT analysis
中文摘要：	中国在2001年加入WTO时承诺：到2004年12月11日，取消对外商投资商业在地域、股权和数量等方面的限制，允许外资在批发和零售企业控股。随着这一政策的执行，我国零售业全面开放，外资零售企业在中国市场的零售网点越来越多。外资零售商不仅在我国的中心城市扮演着主要角色，而且还逐渐向二、三级城市推进，有的甚至已经在农村市场与当地零售企业展开竞争。面临外资零售业的咄咄逼人之势，为了求生存、谋发展，越来越多的本土零售企业在一、二线城市与外资零售企业竞争的同时，开始将注意力转向三、四级县、镇市场，有的本土零售企业甚至在较发达的农村地区抢先开店。 随着本土零售企业与外资零售企业竞争的加剧和行业的不断演进，农村市场已经不是当地中小连锁零售企业唱“独角戏”的舞台，加上信息化建设和基础设施建设的不断改善，可以分食这块蛋糕的零售企业越来越多。惨烈的竞争是必然的，农村市场的连锁零售企业为了避免被吞噬，必须要采取切实有效的方式来迎接挑战，同时在自己的“势力范围内”有效的稳固市场。 本研究的目的在于对我国农村市场连锁零售企业的竞争格局进行分析，对其应采取的的经营战略进行研究。具体的研究思路如下：首先，分析现阶段我国农村零售企业的发展现状，指出我国农村零售企业未来的发展趋势；接着，分析了农村连锁零售企业面临的宏观环境，在此基础上本文主要采用迈克尔·波特的“五力模型”对我国农村连锁零售企业的竞争格局进行了分类分析，采用SWOT战略分析工具对农村连锁零售企业的情况进行总结，对我国农村连锁零售企业的经营战略提出可行性建议。
英文摘要：	When China joined into WTO in 2001, China promised that until December 11, 2004, China would cancel the restrictions for foreign-invested business in the region, share equity and quantity area, allowing foreign investment hold share in wholesale and retail enterprises. With the execution of this policy, our rural market is full opened and the branches of foreign-funded retail enterprises in the Chinese market are becoming more and more. The foreign retailers not only play an important role in Chinese centre city, but also gradually forward to 2&3 cities, even in rural market. Under the big pressure of the aggressive trend from foreign retail, in order to survive and develop, more and more local retailers compete with foreign retail enterprises not only in 1&2 cities but also turn to 3&4 cities. With the furious competition between local and foreign retail, the rural market is not for local retailers to “one-man show”. Together with the improvement of information technology and infrastructure, there are more companies to share this “cake”. It is inevitable that the competition becomes fierce. The rural market retail chains must take effective action to grasp the nettle and stabilify the market within their own business area in order to avoid being swallowed. Standing on Chinese rural retailers’ point of view, this paper analyzes macro environment and industry competition in order to make conclusion of operational and executive strategy. The detail advisements are below: Firstly, the paper analyzes the current situation of the rural retail market, indicating the future tendency of the rural retail enterprises. Then, this paper analyzes the macro-environment for rural retail chain enterprises. Base On this, by using Michael • Porter's "five forces model" this paper use classified analysis method for the competition structure. With the help of SWOT strategic analysis tools, this paper summarizes the situation of the rural retail enterprises and gives feasible suggestion for their business strategy.
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