文档介绍：华中科技大学
硕士学位论文
金融危机下国内中小型超市竞争策略
姓名:王世团
申请学位级别:硕士
专业:工商管理
指导教师:刘平
20091021
华中科技大学硕士学位论文
摘要
金融危机的爆发导致全球经济深受影响,国外零售巨头的疯狂扩张令国内超市
业如坐针毡,激烈竞争的形势让中小型超市生存更加艰难。面对金融危机的巨大冲
击,中小型超市如何因地制宜,做好自身合理定位,选择相应的竞争策略,在夹缝
中寻求生存和发展的机遇,是摆在我国中小型超市面前迫切需要解决的问题。
本文的研究思路是:以平顶山市 F 超市作为中小型超市的典型案例,通过作者
多年在中小型超市的工作经历,在对案例企业的发展历程、竞争策略、实际管理等
有较为深刻认识的基础上,结合我国超市行业的竞争环境和有关中小企业的研究理
论,探讨金融危机下我国中小型超市的竞争策略。
本文在基于当前金融危机导致严峻的经济形势,居民消费信心不足的我国零售
业特殊竞争环境的前提下,以国内外超市发展理论为指导,结合运用 SWOT 分析理
论和方法,结合对平顶山市 F 超市发展现状的剖析,提出了适合我国中小型超市发
展的战略选择与经营对策。具体有:实施差别化的市场定位,走经营特色之路;运
用钻空隙策略,寻找市场空白点;降低库存,缓解资金压力;加大降价促销力度,
提高营业额;提供差异化服务,建立以顾客为中心的价值观;充分发挥中小型超市
灵活经营的优势,为顾客提供满意的服务等等。
关键词:金融危机中小型超市 SWOT分析竞争策略
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华中科技大学硕士学位论文
Abstract
Outbreak of financial crisis has made great impact on global economy. Crazy
expansion of retail giants from abroad has made domestic supermarket industry feel
extremely uneasy. With the petitions, it es more and more serious for the
medium and small size supermarkets. At the moment that financial crisis is having strong
impacts, it is an urgent problem for the medium and small supermarkets to solve that how
they position themselves reasonably based on their locations and choose petition
strategy and seek for opportunities for survival and development in a narrow space
between cracks.
The thesis has the thinkings as follows: it takes Supermarket F, located at
Pingdingsan City, as a typical case of medium and small supermarkets. petition
strategy for development of domestic supermarkets at medium and small size is made
based on my personal working experience at the medium and small supermarket for years
and my deep understanding of development experience, competition strategy, real
management of the case supermarket as well as integrated petition envrionment
of our supermarket industry and relevant research theories on medium and small
enterprises.
Based on the severe economic situation that caused by current financial crisis and
lack of