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W商业连锁公司发展战略研究_MBA硕士毕业论文DOC

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文本描述
摘要
I
摘要
零售业不仅是经济发展的热点行业,也是反映一个国家和地区经济运行状
况的晴雨表。经过 30 多年的高速发展,作为先进的零售经营模式的中国连锁零
售企业,已成为中国经济的重要组成部分。但随着宏观经济进入新常态,零售
企业面临着劳动力成本和房租费用的增加,从而造成企业的利润逐步减少,给
零售行业带来巨大的压力。同时,随着电子商务的发展,实体零售受到冲击,
不仅电商企业之间竞争加剧,传统的零售业在转型方面面临着挑战,此外,随
着技术的发展,消费者的消费观念发生了变化,追求个性化和多样化,从而促
使传统零售企业积极开拓线上业务,将线下的商务机会与互联网结合开展全渠
道经营,并逐步关注移动和跨境电商

目前,传统零售业面临着严峻的考验,而针对三四线城市的商业连锁企业,
也迫切地需要从全局、战略层面来谋划企业的发展之路。本文以 W 商业连锁公
司为研究对象——区域性连锁商业企业,通过相关调查问卷、企业实地考察及
公司提供的资料基础上,介绍了本文的研究背景,阐述了研究的理论意义和实
际意义,总结了国内外关于企业战略和商业连锁战略发展的相关理论,充分运
用PEST分析法和五力竞争模型对W商业连锁公司的外部和内部环境进行分析

在此基础上,根据 W 商业连锁公司的企业愿景、使命和战略目标,并运用 SWOT
分析法,剖析其发展过程中的优势、劣势、机遇和威胁,并结合企业具体情况
和行业发展态势,作者认为 W 商业连锁公司应采取稳定増长型战略和差异化竞
争战略。其战略目标是稳固周口市区,夯实周边县域,拓展豫东南地级市,并
力争到 2022 年进入河南省民营企业百强,2030 年进入全国连锁百强,把企业建
设成豫东南豫东南地区龙头零售企业。为实现上述战略目标,提出 W 商业连锁
公司相应的战略措施:完善经营管理机制;打造高效率的供应链系统;经营业
态重新调整和组合;广泛应用现代信息技术;实施战略人力资源管理;强化营
销管理。希望不仅能在理论上指导 W 商业连锁公司的发展,而且也能让同类型
企业借鉴该企业在发展战略制定方面的经验和方法

关键词:商业连锁;公司发展;战略研究ABSTRACT
II
ABSTRACT
The retailing industry is not only a hot industry in the economic development,
but also an indicator of economic performance in a country and a region.After 30
years of rapid development, as an advanced retail business model of China chain
retail enterprises, has become an important part of China&39;s economy. But with the
macro economy into the new normal, retail enterprises are faced with labor costs and
rent costs increase, resulting in the gradual reduction of corporate profits, to the retail
industry to bring enormous pressure. At the same time, with the development of
e-commerce, the retail industry is facing the challenge, and with the development of
technology, the consumer&39;s consumption concept has changed, the pursuit of
individuality and diversification, thus To promote the traditional retail enterprises to
actively explore online business, the line of business opportunities and the Internet to
carry out the whole channel to operate, and gradually concerned about mobile and
cross-border electricity business.
Currently, the traditional retailing industry is faced with a severe reality. As for
the chain enterprises of third-tier and fourth-tier cities, we need to map out the
development of them in terms of the overall picture and strategy.In this paper, W
commercial chain company as the research object - regional chain of commercial
enterprises, through the relevant questionnaires, corporate field visits and the
company based on the information provided. the paper introduces its research
background, illustrates the theoretical and practical research significance and
summarizes the relevant theories home and abroad about the strategical development
of chain enterprises. The paper makes full use of PEST analyzing pattern and five
forces model to analyze the external and internal environment of W chain company.
Based on this, according to the prospects ,missions and strategical aims of W chain
company,combining SWOT analysis,the paper analyzes the advantages,disadvantage
-s opportunities and threats in its development. And they are designed according to
the concrete situation and developing trend.The author thinks that W commercialABSTRACT
III
chain corporation should adopt stable growth strategy and differentiation competitive
strategy. Its strategic goal is to secure the urban area of Zhoukou, the surrounding
solid County, expand the Southeast Henan Province prefecture level city, and strive
to enter the top 100 private enterprises in Henan province in 2022, 2030 into the
national top 100 chain, constructs the enterprise of Southeast Henan Henan southeast
leading retail enterprises. In order to realize the strategic target, put forward the
corresponding strategic measures of W commercial chain corporation: improve the
management mechanism; build efficient supply chain system; business restructuring
and combination; extensive application of modern information technology; strategic
human resource management; strengthening marketing management.Hope not only
in theory to guide the development of W chain companies, but also allow the same
type of enterprises to learn from the enterprise in the development of strategic
development experience and methods.
Key Words: commercial chain; corporate development; strategic research目录
IV
目 录
第 1 章 绪 论 1
1.1 研究背景 1
1.2 研究意义2
1.3 文献综述3
1.3.1 国外文献综述 3
1.3.2 国内文献综述 6
1.4 研究内容和方法9
1.4.1 研究内容 9
1.4.2 研究方法 10
第 2 章 相关理论基础 11
2.1 企业战略的相关理论·· 11
2.1.2 企业战略及企业战略管理11
2.1.2 企业战略的层次 12
2.1.3 企业战略管理的过程 12
2.2 商业连锁经营相关理论·· 13
2.2.1 商业连锁经营的概念和特征13
2.2.2 商业连锁经营的模式 14
2.3 战略分析方法15
2.3.1 PEST 分析模型·· 15
2.3.2 五种力量模型 16
2.3.3 SWOT 分析法·17
第 3 章 W 商业连锁公司内外部环境分析·· 18
3.1 W 商业连锁公司概况18
3.1.1 W 商业连锁公司简介 18
3.1.2 W 商业连锁公司经营现状 18
3.2 W 商业连锁公司外部环境分析20目录
V
3.2.1 宏观环境分析 20
3.2.2 行业环境分析 21
3.2.3 竞争环境分析 23
3.3 W 商业连锁公司内部环境分析
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