易初莲花大型连锁超市的竞争优势挖掘

易初莲花大型连锁超市的竞争优势挖掘-1-目录摘要..................................................................1ABTSTRACT..............................................................21.概述.................................................................31.1引言............................................................31.2研究理论和方法..................................................41.3论文结构........................................................42.零售业态发展规律与中国零售业的发展...................................52.1本章目的........................................................52.2零售业与零售业态................................................52.2.1定义.......................................................52.2.2零售业态的演变.............................................92.2.3零售业发展相关理论........................................112.3西方零售业的发展现状及趋势.....................................132.3.1世界零售业的发展现状......................................132.3.2西方零售业的发展趋势......................................142.4零售业在中国的发展.............................................152.4.1中国零售业的历史回顾......................................162.4.2WTO与中国零售业的开放....................................162.4.3外资进入中国零售业现状....................................172.4.4中国零售业现状及发展预测..................................193.竞争优势理论........................................................223.1竞争优势的意义.................................................223.2竞争力与竞争优势的来源.........................................223.3关于核心竞争力.................................................254.易初莲花的竞争优势分析..............................................274.1波特的竞争优势.................................................274.2价值链分析法与竞争优势.........................................274.3易初莲花的价值链...............................................284.4九种价值活动对竞争优势的影响...................................295.易初莲花建立竞争优势的具体实践......................................355.1易初莲花要做生鲜加强型超市.....................................355.1.1生鲜、生鲜超市、生鲜加强型超市............................355.1.2为什么要加强生鲜..........................................37易初莲花大型连锁超市的竞争优势挖掘-2-5.1.3易初莲花如何加强生鲜营销..................................385.2易初莲花的自有品牌战略.........................................405.2.1什么是自有品牌战略........................................405.2.2零售业发展自有品牌商品的意义..............................415.2.3易初莲花如何发展自有品牌..................................425.3易初莲花的规模竞争和选址特色...................................445.3.1规模竞争..................................................445.3.2选址......................................................455.4易初莲花的运营模式与营运创新...................................475.5易初莲花的DC和IT系统.........................................495.5.1易初莲花的DC.............................................495.5.2易初莲花的IT系统.........................................505.6易初莲花的人才战略.............................................535.7易初莲花的客户服务.............................................556.易初莲花竞争优势的持续性分析........................................586.1零售企业成本优势持续性的分析...................................586.2零售企业差异化优势持续性的分析.................................596.3易初莲花保持竞争优势的可行举措.................................60总结..............................................................63参考文献...............................................错误!未定义书签。致谢...............................................错误!未定义书签。易初莲花大型连锁超市的竞争优势挖掘-1-摘要根据WTO相关条款的规定，至2004年12月11日，中国零售业将完全对外资开放。外资投资零售业理论上不再有地点、数量、股份上的限制。目前的统计资料显示，全球５０家大型零售企业中，已经有２／３进入国内争抢这块大蛋糕。随着开放时间的临近，外资商业企业已经做好了全面竞争的准备。近来，包括易初莲花在内的各大外资零售企业都相继加快了扩张的速度，纷纷制定扩张计划。预计今后中国零售行业将出现多业态并存、连锁化经营、竞争越来越激烈的格局。一场基于公平原则、清晰政策、庞大市场空间的商业战争必将以更动人心魄的方式拉开序幕。在这样的发展背景下，易初莲花大型连锁超市如何在商战中立于不败之地，如何获得竞争优势并保持竞争优势，是易初莲花每一个管理者都在思考的问题。作为其中的一员，笔者希望通过本文的写作，能对该问题做出尝试性的解答。本文主要运用价值链的分析方法和竞争战略等理论工具，对易初莲花的经营活动进行分析。在此基础上，又深入研究了易初莲花在其中7个方面的具体实践。试图通过上述分析，对易初莲花的竞争优势有个较全面的了解和把握。并探讨了易初莲花如何保持现有竞争优势，发展、提升竞争优势的可能性。同时给出了实践层面的一些可行的操作建议。关键词：零售业业态大型连锁超市竞争优势价值链核心竞争力易初莲花大型连锁超市的竞争优势挖掘-2-ABTSTRACTAccordingtosomerelevantrulesstipulatedbyWTO,Dec.11,2004isthedeadlineonwhichretailbusinessinChinawillbecompletelyopentoforeigninvestors,onwhom,atleasttheoretically,restrictionsofbusinessplaces,quantitiesandnumberofsharesheldshouldnolongerbeimposed.Currentstatisticsshowthatamongtheworld’s50biggestforeignretailers,two-thirdshavealreadyenteredtheChinamarketandarehavingtheirshare.Asthedeadlineisfastapproaching,foreignbusinessfirmsarepreparedtocompeteinallpossiblebusinessfields.Recently,bigforeign-investedretailcompanies,includingLotusSupermarket,have,oneafteranother,acceleratedtheirpaceofexpansion,furtherplansofwhicharestillunderwayandforthcoming.ItcanbesafelypredictedthatinthenearfuturecompetitionamongChineseretailindustrieswillpresentalayoutofmulti-patternsofretail,chain-storeoperation,andthecompetitionwillbefierce.Abusiness‘war’basedonprinciplesoffair-play,transparencyinpolicy-makingandvastmarket-placeisimpending.Andthewarwillsurelybeatoncegreatlystirringandruthless.Undersuchcircumstances,howtosurviveinthefiercecompetitionandhowtoobtainandmaintainitscompetitiveadvantagesiswhateachadministratorofLotusSupermarketChainsisthinkingabout.Asamemberoftheadministrators,thewriterofthepresentthesishopestomakeanat