Facing To The Competition Of The Hypermarket Invested By Foreign Enterprise How Ours Set Up The Development Strategy

Since the first supermarket is open in Newyork, it has been fifties years. From then on, it has been the most vigour retail model over the world. In china, it has been the first retail model. Today, hypermarket is the competition focus between the foreign retail enterprises and Chinese retail enterprises, and the foreign enterprises is in the advantage of the ours. How our enterprises develop in the competition is the goal of the article.The hypermarket model has the characters that: operation area is 7000-12000m~2, merchandise categories includes foods and general merchandises, the price image is low price everyday, the store place is near to the residential area. The model is the research goal of the article.The hypermarket strategy is in many retail strategy researches. levy and weitz put up four kinds of strategies in the book named retail management : market pernetration, retail format development market expansion, diversification. The theory is the base of article.The foreign retail enterprises have the clear the strategy in Chinese market. They select the most vigour model-hypermarket. The article briefly analyses their development strategy ,including the strategy goal, the store place, the information strategy which is advantage and clear. Compared with them, our hypermarket is inferior in manage level, capital, logistics system, and product brand, but the Chinese enterprises have the advantages, for example, in familiar with china rural area market, great market opportunities, familiar china culture.By SWOT, the article analyses the threat and opportunity: that the market is big, and the government support to develop the hypermarket, the competition stress from the foreign enterprises and Chinese enterprises is fierce. We have the strength and weak: that the Chinese enterprises are familiar with the Chinese culture End rural market, their management ability is lower and short of managers, private brand is less, buying capacity is worse than the foreign enterprises.Facing to the change of the competition environment, how the Chinese enterprises grasp the opportunity to develop is the new theme. On the basis of SWOT analysis, the article put up the whole strategy. The enterprises should set up the sustainable competitive advantage: setting up the effective logistics system, modeling the private brand, selecting the store place, forming the good relation between the retailers and the suppliers.