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哈尔滨商业大学德强商务学院毕业论文（设计）毕业论文中小型连锁超市竞争题目策略的研究指导教师郑葵学生姓名卢伟坚二O年月日哈尔滨商业大学德强商务学院毕业论文（设计）I摘要超市作为一种新的商品零售模式，在我国快速发展，它的健康发展与居民生活的关系已经越来越密切。不论是销售额还是门店数的增长率都远远摆脱了百货商场、街边夫妻店这些中国传统的零售模式。整个行业在表面上虽然呈现出一片突飞猛进的良好趋势，但是对于中国本土的中小连锁超市品牌却是冲击很大。虽然也有百联、华联、好又多这样的本土领军品牌，但是数量占绝大多数的本土中小连锁超市的生存发展却令人堪忧。由于这些超大型的本土超市品牌早已积累了足以对抗国际巨型连锁企业的经验和资本，而且这样的超大型本土超市品牌为数不多，因此本文所探讨的主要是针对中国本土的中小型连锁超市今后发展方向的探讨以及具体对策。论文通过运用“SWOT分析法”，对中小型连锁超市的竞争环境进行分析，提出了提升我国中小型连锁超市竞争优势的建议。具体有扩大自身规模，走扩张策略，调整商品结构，实现错位经营，完善物流体系建设，延伸市乡镇市场等6个竞争策略。实现中小超市的持续、健康、发展。关键词：零售模式；连锁超市；竞争环境；策略哈尔滨商业大学德强商务学院毕业论文（设计）IIAbstractTherapiddevelopmentofsupermarketsinChinaasanewretailmodel,thehealthydevelopmentoflivinghasbecomeincreasinglycloserelationship.Whetheritisthegrowthrateofsalesorthenumberofstoresarefaroutofdepartmentstores,streetmomandpopChinesetraditionalretailmodel.Theentireindustryonthesurface,showingagoodtrendofarapid,butabigimpactforsmallandmedium-sizedsupermarketchainsinChina'sdomesticbrand.AlthoughUBP,Hualian,Trust-Martofthelocalleadingbrand,butthenumberaccountedforthevastmajorityoflocalsmallandmedium-sizedsupermarketchainsinthesurvivalanddevelopmentisworrying.Oversizedlocalsupermarketbrandhasalreadyaccumulatedenoughtofightagainsttheinternationalgiantchainexperienceandcapital,andthesmallnumberofverylargelocalsupermarketbrandofmainlysmallandmedium-sizedsupermarketchainforChina'sdomesticfutureDiscussionofthedevelopmentdirectionandspecificcountermeasures.ThroughtheuseofSWOTanalysis,analyzethecompetitiveenvironmentofthesmallandmedium-sizedsupermarketchains,andputforwardrecommendationstoenhancethecompetitiveadvantageofsmallandmedium-sizedsupermarketchainsinChina.Specificcompetitivestrategytoexpandtheirscale,taketheexpansionstrategy,adjustmentofproductstructure,anddislocationmanagement,andimprovethelogisticssystem,extendingthetownshipmarket6.Sustainedandhealthydevelopmentofsmallandmedium-sizedsupermarket.Keyword：Retailmodel;supermarketchains;competitiveenvironment;strategy哈尔滨商业大学德强商务学院毕业论文（设计）I目录摘要·····································································································IAbstract····································································································II1绪论··································································································11.1．研究背景·······································································11.2研究目的和意义·································································21.2.1研究目的··································································21.2.2研究意义··································································21.3研究思路与方法·································································21.3.1研究思路··································································21.3.2研究方法··································································21.4论文的内容结构·································································22连锁超市经营管理理论概述·····························································42.1超市的产生及发展······························································42.2超市的业态分类·································································42.2.1传统食品超市···························································42.2.2标准食品超市···························································42.2.3大型综合超市····························································52.2.4仓储式商场·······························································52.3中小型超市的定义及分类·····················································52.3.1中型超市··································································52.3.2便利店·····································································62.3.3小型超市··································································62.3.4专门店·····································································62.3.5校园店·····································································62.4连锁超市经营理论······························································62.4.1连锁经营的产生及概念················································62.4.2连锁经营的优势·························································72.4.3连锁超市经营的优越性················································73中小型连锁超市发展现状及经营环境分析··············································93.1中小型连锁超市的发展状况··················································93.1.1行业发展规模取得以一定成绩·······································93.1.2行业发展速度惊人·····················································103.2中小型连锁超市经营SWOT分析············································113.2.1我国中小型连锁超市优势分析······································113.2.2我国中小型连锁超市劣势分析·····································12哈尔滨商业大学德强商务学院毕业论文（设计）II3.3.3我国中小型连锁超市机会分析·····································133.3.4我国中小型连锁超市威胁分析·····································144国外连锁超市发展的经验分析······························································174.1连锁超市的发展历程·························································174.2国外连锁超市经验学习······················································174.2.1学习如何对待顾客·····················································174.2.2学习如何对待供应商··········