【作者】 谢佳琪；

【导师】 张涛；

【作者基本信息】 兰州大学 ， 工商管理， 2012， 硕士

【摘要】 从1990年广东东莞虎门镇第一家超市美佳超市的诞生,到2008年底,我国连锁业已具相当规模,连锁零售企业门店总数已达到168502个；销售额20466.5亿元；居民恩格尔系数从1990年的54.2%下降为2010年的35.7%,由此,可以看出我国消费市场的巨大发展潜力。但从2010年下半年以来,媒体曝光了多起重大食品安全事故,一些供货商为降低商品成本,不惜以牺牲质量为代价,生产假冒伪劣商品坑骗消费者等不良现象。同时,随着我国近几年人力成本和流通成本的持续增加,导致我国大型超市零售业市场环境越来越严峻。但是,我国消费市场发展空间是巨大的,消费行为将永远存在并持续扩大。在食品安全无法保证,流通环节过多造成产品价格过高,农产品新鲜度不高等矛盾凸显的情况下,如果能解决这一矛盾问题,市场将释放出更加巨大的商机。在此背景下,A公司社区连锁超市主要定位为单店面积不超过1000平米,经营的商品以生鲜农产品和小区居民日常用品为主,满足社区居民便捷,新鲜,短时,低价等消费特点。并通过在社区超市中引入“农超对接”项目,能有效降低农产品流通环节,为超市农产品提高新鲜度的同时,还可以降低采购成本20%-30%；在农产品质量安全方面,A公司在生产基地建立农产品可追溯体系,保证农产品质量安全；在未来的3年内建立公司自有的“有机食品”生产基地,并为公司打造强有力的核心竞争力和盈利能力,凭借独特的经营模式和健康、低碳、环保的“有机食品”,与竞争对手形成差异性与竞争力,以此将A公司社区连锁超市发展成为社区居民购买新鲜农产品及“有机食品”的主要渠道。本论文通过商业计划书形式对A公司社区连锁超市“农超对接”项目整个运营状况做了详尽的分析,展现了中国“农超对接”项目经营模式广阔的市场前景和巨大的发展潜力。“农超对接”模式是我国农产品供应链发展史上的最新变革,受到政府和社会的高度关注。本人所从事的A公司将通过连锁的形式进行市场扩张,实现企业利润的持续增长,为股东及投资人带来较好的回报。预计在未来5年之内在深圳区域发展到200家以上社区连锁超市。更多还原

【Abstract】 Chinese supermarket chain industry has developed a lot since the first supermarket Meijia founded in Humen Dongguan Guangdong in1990. Till the end of2008, there were168502supermarket chains, turnover204.665billion in total. Chinese Engel’s Coefficient has reduced from54.2%in1990down to35.7%in2010. There’s big potential in Chinese consumption market. But since2010, some significant food quality accidents have been reported, some suppliers reduce their cost by sacrificing the quality, providing fake and shoddy goods to fool consumers. And the increasing of labor cost and circulation cost recently years has made an even more rough time for China supermarket industry’s developing. But still Chinese consumption market has very big potential, and consumption demands will keep on growing.In the circumstance that food quality can not be guaranteed, too many circulations caused higher cost, and agricultural products are not fresh enough, successfully solve all these problems means great opportunities. In this environment, Community supermarket chain A will focus on build stores of less than1000sqm, main commodities are fresh agricultural products and articles for daily use, meet community people’s convenient, fast-respond, low cost demands. By applying "Farm-Supermarket direct connection" project, the circulations can be reduced effectively, which can help the supermarkets provide more fresh agricultural products, and at same time reduce the purchasing cost20%-30%down. In agricultural products quality assurance aspect, A can also build a tracing system in the agricultural products planting base, make sure good quality. To build its own "organic food" planting base with the next3years, will help A more competitive and profitable, its unique operating method, healthy, low-Carbon, environmental "organic food" is going to help A stand out from its competitors, and make itself to the first choice in community people when it comes to purchase fresh agricultural products and "organic food".This article which works as a business plan, will make detail analyze about A’s "Farm-Supermarket direct connection" project operation, will show China "Farm-Supermarket direct connection" operation’s big market prospect and developing potential. As the newest reformation in Chinese agricultural products supplying system, it will get highly attention by the government and society. Company A will expand its supermarket chains rapidly, keep on good profit increasing, and get good benefit for shareholders and investors. More than200supermarket chains will be founded in Shenzhen within the next5years.更多还原