【作者】 侯向丽；

【导师】 蒋恩尧；

【作者基本信息】 沈阳工业大学 ， 企业管理， 2003， 硕士

【摘要】 本文研究了社区型超市的生存环境以及竞争环境，通过参照国外零售业的发展趋势对国内社区型超市的发展提出了一些建议，并对社区型超市目前存在的问题提出了相关对策。 首先，研究了超市的发展阶段，从超市的初级形式自选商店到超市的基本形式食品超市，再到超市的高级形式大型综合超市。本文对中国当前零售业超市行业的业态从营业面积、商品结构、选址、商圈、服务功能等多方面作出了明确的定义。随后根据历年来的居民收入，社会消费品零售总额，居民消费结构分析了超市在我国发展的条件，最后研究了超市的发展对我国流通业的冲击。 其次，采用波特模型竞争分析对我国超市行业中的一种业态—社区型超市进行了全面的研究，第一对当前企业竞争进行了分析，其中对内资和外资超市企业进行了比较分析，第二对多业态市场占有率进行了统计；为了更进一步的说明问题，本文以沈阳为例进行了市场调查，通过样本计算出三种业态大卖场，便利店，社区型超市的顾客满意度指数，然后对三种业态进行比较找出社区型超市的存在的不足。 最后，对社区型超市今后的发展进行了预测，本文通过对中国社区型超市的研究得出以下结论： (1)连锁社区型标准生鲜食品超市和加强型食品超市应是社区型超市今后的发展方向，随着城市建设，它会逐渐取代大中型城市中的农贸市场，成为市政菜篮子工程的依托。 (2)社区型超市除必须强化“新鲜”集客定位外，还应该同时进一步强化“综合性社区服务”集客定位。社区型超市引入“综合店”概念，通过配套速食供应、家庭账单代办、月票代办等便利措施，成为社区型购物与服务中心。 (3)发挥社区型超市的特点，通过差别市场定位避开大型综合超市和便利店的竞争。社区型超市今后应进行规模上的扩张，加强供应链建设，培养整合性人才。更多还原

【Abstract】 This text has studied the living environment of China supermarket and competitive environment, Through putting forward some suggestions to the developing of the domestic community supermarket according to the development trend of the foreign retailing business, And has put forward the relevant countermeasure to the existing problem at present in the community supermarket.First of all , the text has studied the supermarket at developing stage , from the elementary form -self-service store of the supermarket to the basic form- food supermarket of the supermarket, And then reach the advanced form- large-scale comprehensive supermarket (supercenter). The text have made the clear definition to the retailing format in the present retailing business of China in many aspects, such as structure of the goods, site selection, trading area, service function ,etc., Current situation that the confine of retailing format of our country is being obscured has come all the time to change. According to residents income over the years ,the total volume of retailing sales of the social consumer goods, resident’s consumption structure. The text have analyzed the development condition of our country and studied the impact to the circulation industry of our country by virtue of development of the supermarket.Secondly, the text has adopted Potter’s model competition and analyses and has carried on overall research to a kind of supermarket of our country - the community supermarket, First analyses domestic- investment enterprise, supermarket of foreign capitals ,carry on comparative analysis among them, The occupation rate of market of retailing format has been counted ; For the further explanation question ,this text took Shenyang as an example and carried on the market survey and calculated out the customer satisfaction index through the sample, Then compared three kinds of supermarket and found out the deficiency of the existence of the community supermarket.Finally, predict to the development in the future of community supermarket ,this text is through the following conclusions must happen in the study on Chinese community supermarket: (1)It should be the developing direction in the future of community supermarket that the standard chain of community fresh food supermarket and strengthened food supermarket, With the urban constructing ,it will replace the market of farm produce in the large- and-middle-scale city gradually, Become backing of municipal staple food supply project . (2) Community supermarket should strengthen guests collection "freshly" ,but also should strengthen "comprehensive community service" collect serving further at the same time. Community supermarket introduce "comprehensive shop" concept , through forming a complete set and eat supply ,family bill act on one’s behalf ,monthly ticket act on one’s behalf convenient measure rapidly, and become doing shopping and service center. ( 3)Give play to the characteristic of the community supermarket, avoid the competitions from the large-scale comprehensive supermarket and convenience store through the market orientation of the difference. The community supermarket should carry on the expansion on the scale in the future, will strengthen and supply chain construction, Train combining talents.更多还原