Strategic Study Of China's Large-scale Comprehensive Supermarket Chains To Respond To Foreign Competition

After China's entering into WTO, many large retailing enterprises have heavily invested in China and a new round of expansion has already kicked off. Domestic chain hypermarket operators encounter more international powerful competitors, such as Wal-mart, Carrefour, Vanguard, Rt-mart, Hoyodo, Lotus, who have already accelerated to establish more branch stores, hypermarket for most, in our cities and influenced Chinese market significantly. Hypermarket is a major form of business in retailing industry. The competition among hypermarkets in Chinese market is getting increasingly fiercer and fiercer. Foreign capital chain hypermarkets have already occupied a predominant position in Chinese retailing market. This environment makes the domestic chain hypermarkets face the survival and development challenge, as well as the good opportunity in the future development. Nowadays, our chain hypermarkets are in a very decisive development stage, it's so urgent and feasible to carry out the strategy research on chain hypermarkets. Drawing up reasonable, valid strategic policy has profound meaning for the development of our chain hypermarkets.On the basis of porter's competitive strategy theory, this thesis uses benchmarking and Strategic Position and Action Evaluation Matrix(SPACE for short) methods to analyse and estimate every item index of the main research object—Lianhua Group, comparing with large foreign capital enterprises, represented by Wal-mart. Then it will find out some universal advantages and disadvantages in domestic chain hypermarkets. After drawing out Lianhua's SPACE Matrix image and ascertain its strategic direction, this thesis concludes to a practical suggestion for domestic chain hypermarkets' development from such aspects as Government's macro-adjustment, integration of resources, internationalization of enterprises, training personnel, establishment of brand and so on.