当前，我国数字经济的发展进入了快车道，随着数字时代的到来，数字化的应 用领域正向零售行业转移。面对新形势，各大电商企业争相将线上线下融合，布局 新零售，给线下传统零售企业带来了巨大的冲击与挑战。GC集团是位于山东省枣庄 市本土的综合性、多业态大型商业零售企业。作为区域性传统零售企业，GC集团亟 待进行零售发展战略转型以适应当前数字经济时代的发展。同时，2019底暴发的新 型冠状病毒疫情对零售业造成了巨大损失，零售行业纷纷关门停业。疫情促使零售 行业开始由线下销售被迫开展线上销售，在短时间内形成了很多线上销售加社区配 送的销售模式。突发事情的影响再一次促使零售业必须要认真面对数字化带来的影 响，并且还要利用数字信息技术进行转型。 本文选择GC集团为研究对象，对数字经济、零售业、战略管理转型等相关理 论进行了文献回顾，介绍GC集团概况，运用PEST宏观分析法、波特“五力模型” 以及SWOT模型分析GC集团零售发展战略的环境。通过调查对GC集团的发展现 状进行了解，分析了其零售发展战略现状和在战略层面遇到的具体问题，包括零售 定位不明，产品服务缺乏竞争力，价格缺乏弹性，渠道单一，促销雷同化等。 为解决GC集团在零售发展战略中存在的问题，顺利应对数字化的挑战，提出 了合理的GC集团战略转型的实施方案。制定GC集团战略转型的三大目标：经营 业态目标、模式目标和利润目标；明确GC集团零售发展战略转型的实施路径是： 明晰零售定位、实行产品精准零售；借力数字技术、提升产品服务质量；线上物美 价廉、线下物美价平；拓展零售渠道，搭建数字零售模式；建立数字营销部门，转 变营销思路，并且要从完善物流保障体系、调整企业组织结构、加强企业内部控制 和健全人才培养机制方面做好实施保障。 关键词：零售业务；发展战略；战略转型；数字经济；GC集团 II ABSTRACT Atpresent,thedevelopmentofChina'sdigitaleconomyhasenteredthefastlane. Withtheadventofthedigitalera,digitalapplicationsareshiftingtotheretailindustry.In thefaceofthenewsituation,majore-commerceenterprisesarescramblingtointegrate onlineandoffline,andlayoutnewretail,bringingahugeimpactandchallengestooffline traditionalretailenterprises.GCGroupisacomprehensive,mufti-state,large-scale commercialretailenterpriselocatedinZaozhuang,ShandongProvince.Asaregional traditionalretailer,theGCGroupisinneedofastrategicretaildevelopment transformationtoadapttothecurrentdigitaleconomy.Atthesametime,thenovel coronavirusoutbreakinlate2019hascausedhugedamageontheretailindustry,which shutdownandcloseddowninsuccession,andtheepidemicpromptedtheretailindustry tostartsellingfromofflineandbeforcedtocarryoutonlinesales,whichformedalotof onlinesalespluscommunitydistributioninashorttime.Theimpactofunexpectedevents hasonceagainpromptedtheretailindustrytotaketheimpactofdigitalizationseriously andtousedigitalinformationtechnologytotransformitself. ThispaperselectsGCGroupastheresearchobjectandconductsaliteraturereview ontherelevanttheoriesofdigitaleconomy,retailindustryandstrategicmanagement transformation,introducestheoverviewofGCGroup,andanalyzestheenvironmentof GCGroup'sretaildevelopmentstrategyusingPESTmacro-analysis,Porter'sFiveForces ModelandSWOTmodel.Thesurveywasconductedtounderstandthecurrentstatusof GCGroupandanalyzethecurrentstatusofitsretaildevelopmentstrategyandthe specificproblemsencounteredatthestrategiclevel,includingunclearretailpositioning, uncompetitiveproductsandservices,priceinelasticity,singlechannel,promotional identity,etc. InordertosolvetheproblemsinGCGroup'sretaildevelopmentstrategyand successfullymeetthechallengesofdigitalization,arationalplanforGCGroup'sstrategic transformationisproposed.ThethreemajorobjectivesofGCGroup'sstrategic transformationare:businessmodelobjectives,modelobjectivesandprofitobjectives;the implementationpathofGCGroup'sstrategictransformationplanforretaildevelopment isclearlydefined:toclarifyretailpositioning,implementaccurateretailingofproducts, leveragedigitaltechnologyandimproveproductandservicequality;toprovidegood qualityandlowpriceonlineandlowpriceoffline;toexpandretailchannelsandestablish digitalsalesmodels;toestablishdigitalmarketingdepartmentandchangemarketing thinking;andtoensureimplementationintermsofimprovinglogisticssecuritysystem, adjustingenterpriseorganizationalstructure,strengtheninginternalcontrolandimproving talenttrainingmechanisms. Keywords:retailbusiness;developmentstrategy;strategictransformation;digital economy;GCGroup III 目录 摘要..................................................................................................................................I ABSTRACT.........................................................................................................................I 第1章引言........................................................................................................................1 1.1研究背景与研究意义............................................................................................1 1.1.1研究背景.....................................................................................................1 1.1.2研究意义.....................................................................................................2 1.2国内外研究现状....................................................................................................2 1.2.1国外研究现状综述.....................................................................................2 1.2.2国内研究现状综述.....................................................................................3 1.3研究思路与研究方法............................................................................................5 1.3.1研究思路及内容.........................................................................................5 1.3.2研究方法.....................................................................................................6 1.4研究的创新点........................................................................................................7 第2章相关概念及理论概述............................................................................................8 2.1相关概念的界定....................................................................................................8 2.1.1数字经济.....................................................................................................8 2.1.2零售业.........................................................................................................8 2.2相关理论基础........................................................................................................9 2.2.1企业战略管理理论.....................................................................................9 2.2.2战略分析工具...........................................................................................10 第3章GC集团零售发展战略环境分析.......................................................................12 3.1GC集团概况........................................................................................................12 3.2GC集团零售发展战略外部环境分析................................................................14 3.2.1政治环境分析...........................................................................................14 3.2.2经济环境分析...........................................................................................15 3.2.3社会环境分析...........................................................................................16 IV 3.2.4技术环境分析...........................................................................................17 3.3GC集团行业竞争分析........................................................................................18 3.3.1竞争对手分析...........................................................................................18 3.3.2供应商分析...............................................................................................19 3.3.3消费者分析...............................................................................................20 3.3.4新进入者分析...........................................................................................20 3.3.5替代者分析...............................................................................................21 3.4GC集团零售发展战略的SWOT分析.....................................