-II-
摘 要
专业市场是在特定的历史条件下，为了解决生产企业的商品因品牌和知名度
不高、销售量低、消费者购买渠道不畅而设置的集中交易市场。经过多年来的实
践，国内专业市场无论是在经营模式还是发展方向上，都面临随着市场经济发展
而积极变革的现实需求。目前，大多数传统专业市场受制于企业体制不顺、市场
功能单一、缺乏明确的战略规划等因素影响，竞争优势正在渐渐丧失。如何正视
现状，通过及时有效的战略调整，明晰市场的发展方向；如何着眼未来，谋求企
业的跨越式发展，在专业市场的商战中获得竞争优势？这是传统专业市场必须进
行前瞻思考的战略问题。

本文首先通过对三湘南湖大市场实业公司(本文简称三湘南湖大市场)面临的
内外部环境，运用 PEST 分析方法进行全面剖析，深入了解市场的地理位置和周边
环境。其次，借助市场调研所采集的相关数据作为依据，针对三湘南湖大市场所
面临的现实问题，采用 SWOT 分析方法，以市场的优劣势为基础，归纳机遇，规
避威胁，探索发展。再次，研究制定市场的总体发展战略，确定三湘南湖大市场
的发展战略目标及战略定位，合理规划市场业态及功能布局，探索市场开发及运
营新的模式。最后，为落实上述发展思路，根据三湘南湖大市场的现有情况，提
出战略实施计划，并对计划实施的结果进行初步分析和预测，对可能面临的风险
进行评估和对策分析。

本文的研究结果可以为三湘南湖大市场未来的走向提供积极的参考和借鉴，
对该市场下一步的发展具有一定的实际应用价值，同时也希望能对其它类型专业
市场的发展转型提供一定的参考价值和启示作用。

关键词：三湘南湖大市场；企业发展战略；SWOT 分析；专业市场；市场转型工商管理硕士学位论文
-III-
Abstract
The professional market is in the historical conditions, in order to solve the
abundant commodity market because of the production enterprise's brand and visibility
is not high, resulting in sales is low and difficult for consumers to buy to the centralized
trading market set the conflict as one wishes of commodity. After many years of
operation, the professional markets both are faced with the reform in the management
mode and development direction. At present, the most professional market subject to
enterprise system and the lack of industrial planning and other limitations, competitive
advantage is gradually lost. How to face the current situation, through the strategic
adjustment of clear direction of enterprise development How to focus on the future,
with the strategic planning for enterprise development Gain a competitive advantage in
the future many in the professional market, is the enterprise must consider the problem.
Based on the internal and external environment facing south Hunan market
analysis, using the PEST analysis method, the analysis of market location and
surrounding environment, then the relative data collected by market research as the
basis, which faces to the Sanxiang Nanhu market, the use of SWOT to market
advantages, seize the opportunity, avoid the threat. Then plan the overall development
market: determine the strategic objective and strategic positioning of Sanxiang Nanhu
market, rational planning of the market format and the function layout, exploring the
market development and operation mode. Finally, for the implementation of the
development strategy, according to the existing situation of the enterprise, put forward
the strategic implementation plan, and implement the results to predict the plan, analysis
and evaluation of risks and countermeasures.
The results of this study can provide reference for the development of strategic
planning Sanxiang Nanhu Market Company, with a strong practical application value
for the development of Sanxiang Nanhu market the next step. At the same time, also
hope that the development of the professional market has reference value and the
enlightenment role transformation.
Key Words: Sanxiang Nanhu Market; Enterprise development strategy; SWOT
analysis; Professional market; Market transformation