我国连锁超市发展的策略选择

Tactics Selection in the Development of Chinese Chain Cupermarket

近年来,连锁超市业蓬勃发展,超市已成为我国零售业广泛采用的新型业态。连锁超市企业要得到发展壮大,必须采用新的经营业态,引进新的经营理念和新的经营手段。要选好目标市场,准确定位,开展差异化营销,赢得竞争主动权;综合考虑城市的商业容量、商业区位、交通、竞争状况等因素,进行合理的选址布局;针对不同的目标市场,选择合理的业态与发展战略;充分挖掘企业的核心竞争力,以保持长期竞争优势;建立良好的用人机制、激励机制和培训体系,培养高素质人才;遵循规范化原则,规范公司运营。

The author suggests that chain supermarkets should adopt new business pattern,new business ideas and new operation mode to develop further.Specifically speaking,there are6things to be seriously considered.First,correctly select-ing the target market and performing differentiated marketing.Second,rationally selecting addresses and doing the overall arrangement well.Third,properly selecting business patterns and working out scientific developing strategies.Forth,taping potentials to keep competitive advantages.Fifth,establish a good system of personnel placement,a good incentive mecha-nism,and a good system of personnel training.Sixth,standardizing the management and operation.