便利店是指满足顾客便利性需求为主要目的的零售业态，一般由公司运营且基本采 用连锁经营模式。在实体零售受线上市场影响整体环境增速放缓的大背景之下，便利店 行业以其“小、快、灵”的优势，仍然保持着较高速的增长，行业前景较为乐观。然而， 相比一线城市、发达省份的便利店繁荣发展，广西的便利店市场仍处于导入期阶段。 本文选取了广西本土自建便利店品牌——广西NJ连锁便利店作为研究对象，通过 运用以提高其市场竞争力为研讨主题，以期为其下一步的发展提出建议：第一，通过战 略分析工具PEST、波特五力分析、EFE矩阵分析确定广西NJ连锁便利店所处的外部环 境中的机会与威胁。第二，分析广西NJ连锁便利店内部资源分析，通过IFE矩阵总结 归纳企业内部的优势劣势特点。第三，运用SWOT分析法综合剖析企业内外部环境，从 提升公司核心竞争力出发为企业做出战略选择，即以SO战略为总体战略，采用密集型 战略的市场渗透战略为主要发展战略；第四，从便利店行业的核心问题——同质化问题 出发，为广西NJ连锁便利店选择差异化战略作为竞争战略，并明确两个主要布局方向： 开发更为细分市场的社区便利店以及经营商品差异化的特色主题便利店。最后，据此提 出了通过铸造品牌文化、改善组织结构、加强制度保障、加强人才建设和信息系统建设 保障企业战略实施，有助于实现企业的可持续发展。 关键词：便利店；发展战略；市场渗透战略；差异化战略 II RESEARCHONTHEDEVELOPMENTSTRATEGYOF GUANGXINJCONVENIENCESTORES ABSTRACT Conveniencestorereferstotheretailformatwhosemainpurposeistomeettheneedsof customers,whichgenerally,adoptsthechainoperationmode.Affectingbytheonline shoppingmarket,theoverallgrowthofretailindustryisslowingdown.Withitsadvantagesof small,fastandflexible,conveniencestoreindustrystillmaintainsarelativelyhighgrowth. Theoverallindustryprospectisoptimistic.However,comparedwiththeconveniencestores inthefirsttiercitiesanddevelopedprovinces,thesamemarketinGuangxiisstillinthe introductionstage. GuangxiNJChainConvenienceStores(GNCCS),aself-builtbrandofconveniencestore instoreinGuangxi,istakenedastheresearchobject.Theresearchpurposeofthispaperis improvingGNCCSmarketcompetitiveness.Firstly,theopportunitiesandthreatsinthe externalenvironmentofGNCCSaredeterminedthroughthestrategicanalysistoolspest, Porter'sfiveforceanalysisandEFEmatrixanalysis.Secondly,analyzestheinternalresources ofGNCCSandsummarizestheadvantagesanddisadvantagesoftheenterprisethroughIFE matrix.Thirdly,useSWOTanalysistocomprehensivelyanalyzestheinternalandexternal environmentofGNCCSandmakesstrategicchoices.Thatis,adoptingtheSOStrategyasthe overallstrategyandMarketPenetrationStrategyasthemaindevelopmentstrategy.Fourthly, theDifferentiationStrategyisselectedasthecompetitivestrategymunityconvenience storeandproductdifferentiationaredeterminedasthetwoapproachesofrealizing differentiation.Finally,putsforwardthesafeguardsofstrategy,whicharecastingbrand culture,improvingorganizationalstructure,strengtheningsystemguarantee,strengthening humanresourcesconstructionandinformationsystemconstruction. KEYWORDS：Conveniencestore;developmentstrategy;marketpenetration strategy;differentiationstrategy III 目录 摘要.........................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪论...............................................................................................................................1 1.1选题的研究意义与目的.....................................................................................................1 1.1.1研究意义.........................................................................................................................1 1.1.2研究目的.........................................................................................................................1 1.2研究的主要内容和方法.....................................................................................................2 1.2.1研究内容.........................................................................................................................2 1.2.2研究方法.........................................................................................................................3 1.3论文创新点.........................................................................................................................4 1.4国内外研究综述.................................................................................................................4 1.4.1企业战略研究综述.........................................................................................................4 1.4.2国内外连锁便利店研究综述.........................................................................................5 第二章广西NJ连锁便利店的外部环境分析........................................................................9 2.1宏观环境PEST分析...........................................................................................................9 2.1.1政治环境.........................................................................................................................9 2.1.2经济环境.......................................................................................................................11 2.1.3社会文化环境...............................................................................................................13 2.1.4技术环境.......................................................................................................................14 2.2行业环境波特五力分析...................................................................................................15 2.2.1行业现状.......................................................................................................................15 2.2.2供应商议价能力分析...................................................................................................16 2.2.3购买者议价能力分析...................................................................................................17 2.2.4新进入者威胁分析.......................................................................................................18 2.2.5替代品威胁分析...........................................................................................................19 2.2.6行业内竞争分析...........................................................................................................19 2.3广西NJ连锁便利店外部环境分析（EFE矩阵）..........................................................21 IV 第三章广西NJ连锁便利店内部环境分析..........................................................................23 3.1广西NJ连锁便利店简介.................................................................................................23 3.2广西NJ连锁便利店资源分析.........................................................................................23 3.2.1财务资源分析...............................................................................................................23 3.2.2物资资源分析...............................................................................................................24 3.2.3人力资源分析...............................................................................................................24 3.2.4品牌资源分析...............................................................................................................26 3.2.5营销能力分析...............................................................................................................27 3.3广西NJ连锁便利店内部环境分析（IFE矩阵）..........................................................27 第四章广西NJ连锁便利店发展战略制定..........................................................................30 4.1广西NJ连锁便利店SWOT分析.......................................................................................30 4.2广西NJ连锁便利店发展战略制定.................................................................................32 4.2.1使命与愿景..........................................................................................................