Study Of The Development Strategy Of China's Small And Medium-sized Supermarket

In recent years, with China's rapid economic growing, Chain-supermarket industry in China has been rapid developped. However, with the end of protection policy on Multilateral Trade Organization,commercial enterprises with foreign investment in areas, such as the number of shares and the restrictions were canceled in 2004, China's full circulation was opening up of. Faced with the rapid influx of foreign supermarkets, large domestic supermarket were combined, as well as various Retailing Squeezed ,our supermarket industry, particularly the small and medium-sized supermarket are facing a huge supermarket pressure of competition.It is an urgent task how to choose rational development strategy in seeking caught in between survival and development for China's small and medium-sized supermarkets in this highly competitive environment.This papers researches and analysis in-depth the competitive environment, problems advantage of China's small and medium-sized supermarkets,it also researches and analysis the case on development strategie about the Hengda supermarket. With the supermarket theory, strategic theory, the existing research results and data, the paper used PEST model, SCP model and SWOT analysis tools. The paper offered the strategies and corresponding measures on development of China's small and medium-sized supermarkets recently. The thesis thinked that the small and medium-sized supermarkets should combined the growth of a single strategy, regional strategy focused, low-cost strategy with the strategy of different. It has the Specific Strategic Policies ,such as the expansion of Single Format and chain growth; Stabling communities,Occupating rural market;accurate positioning target market segments; Conducting Big Customer Marketing; establishing strategic cooperative relations with vendors;Pay attention to the computer-based management information system and the application; strengthing internal management and institutionalized loss prevention; Respecting value service.I hope that this paper will provide a reference for China's small and medium enterprise development supermarkets.