Research On Market Competition Strategy Of Knorr Multi-Supermarket

With the development of economic globalization,the foreign large retail enterprises have entered the retail market in our country and occupied certain advantages in the chain operation.Because of the late start,small scale,lack of experience and low technology content,Chinese retail enterprises,especially the supermarket industry continued to be depressed,often subject to foreign similar enterprises prices,quality,brand impact.Although Chinese retail enterprises have made great progress in the process of continuous learning,some excellent retail enterprises have grown up,but there is still a big gap compared with foreign supermarkets,especially in capital scale and management experience.It is necessary for Chinese retail enterprises to use scientific management methods to formulate and implement timely market competition strategy in order to improve their market competitiveness and achieve sustainable and healthy development.As a medium-sized supermarket chain,Carrefour supermarket's market target orientation is city and county residents,in line with the "customer first,wholeheartedly service" concept,serving the local economy and society.Based on the theoretical research and practical research of enterprise market competition strategy at home and abroad,this paper analyzes the macroscopic and industrial environment of market competition,the advantages and disadvantages of market competition,the opportunities and challenges,and puts forward the strategy of market competition in Carrefour supermarkets.The main findings are:(1)Although the research and practice of the developed countries on retail industry and market competition strategy can provide a reference for the development of retail industry in our country,because of the differences in economic and cultural development level,political environment and consumer consumption habits with theIV developed countries in the West,it is difficult to provide useful guidance for theformulation and implementation of the retail market competition strategy,including Carrefour supermarkets.At the same time,the change of social and economic environment demands that the choice of retail market competition strategy should be matched.Therefore,on the basis of the domestic and foreign retail management theory and advanced management experience,we should fully combine the retail supermarket's business style and the specific market environment,and explore the market competition strategy that is suitable for our country's National conditions,economic development stage,consumer consumption demand and in line with the actual retail supermarket management.(2)As an important part of the retail trade in Jinxian County,Carrefour Supermarkets should adhere to the market objective of targeting city and county residents,in line with the concept of "customer first,service wholeheartedly",to meet the needs of local residents,promote the development of local retail trade to assume corresponding responsibilities and play a positive role.(3)The market competition of Carrefour supermarkets has many advantages,such as high market share and geographical location,human resources and marketing ability,as well as low cost awareness,low resource utilization,low level of after-sales service and low quality of employees 'culture.Under the new normal conditions,there is healthy development of the national economy,social harmony and stability,rising middle class ratio,steady growth of income and consumption demand of residents,the development of Internet technology and e-commerce,and the development of a series of equitable business enterprises,preferential tax and other advantages Also faced with the impact of large foreign retail enterprises,domestic market competition intensified challenges.But overall,advantages outweigh disadvantages and opportunities outweigh challenges.(4)The strategy of competition in the Carrefour supermarket market should adopt the ST-strategy,which focuses on improving its competitive advantage in the face of the challenges and threats of the market,maintaining stability and not expanding its size too much,so as to ensure the good operation of the supermarket and achieve more steady development.Its concrete implementation should focus on Carrefour supermarket category managementstrategy,customer management strategy,supply chain management strategy,information strategy,talent strategy and brand management strategy,so as to continuously enhance their core competitiveness,and promote sustainable and healthy development of enterprises.