The Strategic Focus Of The Small And Medium-sized Supermarket Chain Is Transferred To The Township By The City

The chain supermarket is the most dynamic retail form of the urban commerce in China in recent years. Under the changed condition that the foreign-invested supermarkets are pouring into China rapidly owing to the termination of protection period of WTO entrance, local small-medium chain supermarkets will encounter much fiercer competition on the urban market. Being excluded by foreign-invested chain supermarkets, local large-scale chain supermarkets and other retail forms, local small-medium chain supermarkets that lack enough competition capacity will have much difficulty in management.Using SWOT analysis tool, the thesis analyzes strength, weak, opportunity and threat of local small-medium chain supermarkets. Then we find that strategy development directions are available for local small-medium chain supermarkets. It follows as exploiting the markets of villages and towns through encircling the cities from the rural areas.We present that it will be the best strategy for local small-medium chain supermarkets to exploit villages and towns market and avoid sharp competition in the urban market. For this reason, a large amount of second hand research materials have been looked up in order to prove the strategy feasibility generally. Moreover, investigation and survey on twenty villages and towns in Hunan and Hubei provinces around Yueyang city has been carried on in order to demonstrate it scientific. After this, the paper discusses the strategy feasibility in terms of the existence state of villages and towns commerce, and takes Suguo supermarket as example which empirically analyzes and shows that developing town chain supermarkets gains astonishing benefit and has wide prospect.