太和連鎖超市鄉鎮市場開拓研究

工商管理論文編號:GS317  論文字數:31586,頁數:45，附開題報告，外文翻譯

目    錄
摘    要 I
Abstract II
第1章 緒論 1
1.1論文的目的及意義 1
1.2 國內外研究現狀 1
1.2.1國外的研究現狀及發展趨勢 1
1.2.2國內研究現狀及發展趨勢 4
1.3研究思路及內容 5
1.3.1研究思路 5
1.3.2研究方法 5
第2章 本文研究的相關理論基礎 7
2.1連鎖超市的概念 7
2.2連鎖超市經營的特征 10
2.3市場開拓的理論及方法 11
第3章 太和連鎖超市市場開拓原因分析 18
3.1太和連鎖超市發展概況 18
3.2太和連鎖超市存在的經營問題 19
3.3太和連鎖超市市場開拓的目的及影響因素 20
第4章 太和連鎖超市鄉鎮市場開拓的環境分析 23
4.1 太和連鎖超市鄉鎮市場開拓的微觀環境分析 23
4.1.3機遇與威脅 25
4.2太和連鎖超市內部環境分析 28
第5章 太和連鎖超市鄉鎮市場開拓的策略及預計效果分析 30
5.1太和連鎖超市鄉鎮市場開拓的策略 30
5.2太和連鎖超市進入鄉鎮市場預計效益分析 34
第6章 結論 38
參考文獻 39
致    謝 40

摘    要
 近幾年來，零售業在我國國民經濟中的地位越來越重要，它直接決定著整個經濟能否健康、有序地發展。隨著中國市場經濟發展的逐步深入，連鎖超市已經成為我國在城市商業中發展最迅猛的零售業態。但是，自2004年中國商業零售領域保護政策的到期，我國取消對外商投資商業企業在地域、股權和數量等方面的限制，中國流通業全面對外開放。面對國外超市的紛至沓來，國內大型超市的強強聯合，以及多種零售業態的擠壓，我國超市業，尤其是我國中小型超市企業面臨了巨大的競爭壓力。在這種激烈的市場競爭環境下，我國中小型超市如何選擇合理的發展戰略、在夾縫中謀求生存和發展，已成當務之急。
 本文運用企業戰略發展研究的理論，以太和連鎖超市為研究對象對中小型連鎖超市發展戰略研究進行了詳細的闡述。通過大量的調研對太和連鎖超市公司進行綜合分析，總結歸納出公司現行發展中存在的優勢、劣勢、機會及威脅等各方面因素，確定了公司戰略發展的指標體系，進而得出集團公司的戰略分析結果，并制定了集團公司的戰略目標和整體戰略。同時對戰略的實施進行闡述，以保證集團公司戰略的有力執行。在本文具體分析過程中，綜合運用了SWOT等戰略研究方法展開具體研究,力求研究的針對性和實用性。
 全文共分為五個部分。第一章是緒論部分。第二章簡單的介紹了文章的理論基礎。第三、四章將太和連鎖超市作為本文的研究案例，對其的戰略轉移情況進行研究，用SWOT方法分析了太和連鎖超市的競爭劣勢與優勢，機會與威脅，分析了戰略轉移的原因和可行性。第五章是對太和連鎖超市的發展提出幾點建議，為其大力開拓農村市場以及堅持連鎖經營的指明了改進方向。最后一章是本文的結論。

關鍵詞：中小型連鎖超市；SWOT分析法；戰略轉移；鄉鎮市場 

Abstract
 In recent years, the retail industry in China's national economy is becoming more and more important, it directly determines whether the health of the economy as a whole, and orderly manner. With the Chinese market, the gradual deepening of the economic development of supermarket chains in the city has become a business in our country's fastest growing retail formats. However, since 2004, China's commercial retail area of the expiration of the protection of the policy, China's lifting of foreign-funded commercial enterprises in the region, such as equity and the number of constraints, China fully opened circulation. Pour in the face of foreign supermarkets, large supermarkets, powerful alliances, as well as extrusion of a wide range of retail formats, my supermarket industry, in particular small and medium-sized supermarkets in China's enterprises are facing tremendous competitive pressures. In this highly competitive market environment, China's small and medium-sized supermarkets how to choose a reasonable development strategy, in the cracks to seek survival and development, has become a top priority.
 This paper studies the development of business strategy theory, Tai supermarket chains in order to study the development of small and medium-sized supermarket chains to carry out strategic research in detail. Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis, Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis of the company, summarized the development of the companies that exist in the current strengths, weaknesses, opportunities and threats and other factors, to determine the company's strategic development of the indicator system , and then come to the strategic analysis group, and to develop the Group's strategic objectives and overall strategy. At the same time, the implementation of the strategy set out to in order to ensure effective implementation of Group strategy .Specific analysis in this process, the comprehensive use of the SWOT strategic research methods, such as specific studies to study the relevance and practicality. 
 The full text is divided into five parts. The first chapter is the introduction part. Chapter II a brief account of the theoretical basis of the article. Third, the four chapters will be Tai supermarket chains as a case study of this article, the strategic shift of its case study approach with SWOT analysis of the Tai supermarket chains a competitive disadvantage and advantages, opportunities and threats analysis of the reasons for the strategic shift and feasibility. Chapter V is the development of Tai supermarket chains to make a few suggestions for its efforts in developing the rural market, as well as adhere to the specified chain to improve the direction. The final chapter is the conclusion of this article.

Key words: small and medium-sized supermarket chains; SWOT analysis; strategic shift; township market