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摘要
近几年，中国成为了世界第二大经济体，经济的腾飞持续促进着消费者的消费水平，
其提升在最近的几年十分抢眼。虽然在新兴业态和线上购物的冲击下，全国实体零售行
业出现了明显的减速迹象，但是通过对连锁便利店业态的研究，该业态出现了较好的发
展形势。现阶段中国便利店行业已经进入发展的爆发时期，转型突破的关键点在于创新，
找寻更加精准的定位、更加科学的经营模式已经成为了中国便利店行业急需解决的问题
会有便利是目前在大连市内发展的国有企业三寰集团的连锁型便利店，经过不断学习并
且引进国际市场上影响力大的品牌连锁型便利店先进成熟的经营理念，并通过贴合大连
本土市场环境的升级改造，会有便利在大连市内赢得了很广阔的发展空间，但是，现有
的国际知名品牌连锁型便利店在大连不断扩张，三寰集团的连锁便利项目仍旧停留在模
仿学习阶段，很大程度上将面临被击垮的风险
本文首先针对连锁便利店项目进行了介绍，寻找了相关国际连锁品牌进行分析。其
次介绍了三寰集团连锁便利店项目及经营现状。通过研究，阐述本文将采用主要的研究
方法和路线。采用PEST分析法、波特五力模型分析法分别剖析三寰集团所面临的宏观
环境、产业环境及内部环境。随后运用SWOT法与战略分析法相结合的方式，提出新
的战略选择。最后，本文根据三寰集团的战略愿景与定位，最终确定适合该集团连锁便
利项目长期发展的实施及措施
针对三寰集团连锁便利项目的具体情况，本文提出了连锁便利项目的发展战略，同
时将推进开展加盟运营模式、精简物流流程、研发自有品牌、丰富增值业务、规范选址
标准等角度提出了项目管理实施的有效措施，确保项目转型的成功开展，并使得国企背
景下项目能够高速健壮的发展
关键词：企业战略；连锁运营；便利店；转型
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Research on Development Strategy of Chain Convenience Stores of
Anywide Group Co., LTD
Abstract
In recent years, China has become the second largest economy in the world. The
economic take-off continued to promote the consumer spending level. Its promotion has been
very eye-catching in recent years. Although the impact of emerging formats and online
shopping, the national real retail industry showed signs of slowing down, but through the
study of chain convenience store format, the format appeared a better development situation.
At this stage, the convenience store industry in China has entered a burst of development. The
key point of the breakthrough in innovation is to find more accurate positioning. A more
scientific management mode has become an urgent issue for the convenience store industry in
China. There will be convenience is currently developed in Dalian City, the Anywide Group’s
chain of convenience store program, after continuous learning and introduction of the
influential international market brand chain-type convenience store advanced sophisticated
business philosophy, and by fitting Dalian upgrading of the local market environment, there
will be a convenience to win a very wide space for development in Dalian City, but the
existing international well-known brand chain-type convenience stores in Dalian continued to
expand, Anywide Group chain and interest projects still remain in imitation Learning stage, to
a large extent, will face the risk of beaten down.
This article first introduced the chain convenience store project, looking for the relevant
international chain brand analysis. Secondly introduced the Anywide Group chain
convenience store project and business situation. Through research, this article will use the
main research methods and routes. Using PEST analysis method and Porter five forces model
analysis method, we analyze the macro environment, industrial environment and internal
environment faced by Anywide Group separately. Then the use of SWOT method and the
combination of strategic analysis of the way, put forward a new strategic choice. Finally,
based on the strategic vision and positioning of Anywide Group, this article finally determines
the implementation and measures suitable for the long-term development of the Group's
convenience chain project.
In view of the specific circumstances of Anywide Group Chain Convenience Project, this
paper proposes the development strategy of the chain facilitation project. At the same time, it
puts forward the following aspects: promoting franchising mode, streamlining logistics
process, developing own brand, enriching value-added services and standardizing site
selection Effective measures for the implementation of project management ensure the
successful transformation of the project and enable the project to develop rapidly and robustly
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under the background of state-owned enterprises.
Key Words: Chain Operation; Corporate Strategy; Convenience Store; Transformation
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目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 7
1.1研究背景 ........... 7
1.1.1行业背景7
1.1.2企业背景8
1.1.3市场态势8
1.2研究的意义、目的 ....... 9
2文献综述 ........ 10
2.1理论综述 ......... 10
2.1.1核心竞争力理论 .......... 10
2.1.2市场营销理论 .. 10
2.2相关文献 ......... 11
2.2.17-11连锁便利店成长模式 ...... 11
2.2.2全家连锁便利店细节把控 ...... 12
2.2.3苏果连锁便利店的转型 .......... 14
3三寰集团连锁便利店项目现状及问题 ........ 15
3.1三寰集团连锁便利店项目简介 ......... 15
3.2三寰集团连锁便利店项目经营状况 . 15
3.2.1经营指标 .......... 15
3.2.2负债情况 .......... 16
3.2.3资产情况 . 16
3.3三寰集团连锁便利店存在的问题 ..... 17
3.3.1市场份额过低 .. 17
3.3.2品牌知名度乏力 .......... 18
3.3.3库存周转天数长 .......... 18
3.3.4IT层面落后缺乏支撑 . 18
3.3.5市场细化不明晰 .......... 18
4内部外部环境分析 .... 20
4.1 宏观环境（PEST）分析 .......... 20
4.1.1政策环境分析 .. 20
4.1.2经济环境分析 .. 20
4.1.3社会环境分析 .. 21。。。