Abstract
In recent years, the retail industry in China's national economy is becoming more and more important, it directly determines whether the health of the economy as a whole, and orderly manner. With the Chinese market, the gradual deepening of the economic development of supermarket chains in the city has become a business in our country's fastest growing retail formats. However, since 2004, China's commercial retail area of the expiration of the protection of the policy, China's lifting of foreign-funded commercial enterprises in the region, such as equity and the number of constraints, China fully opened circulation. Pour in the face of foreign supermarkets, large supermarkets, powerful alliances, as well as extrusion of a wide range of retail formats, my supermarket industry, in particular small and medium-sized supermarkets in China's enterprises are facing tremendous competitive pressures. In this highly competitive market environment, China's small and medium-sized supermarkets how to choose a reasonable development strategy, in the cracks to seek survival and development, has become a top priority.
This paper studies the development of business strategy theory, Tai supermarket chains in order to study the development of small and medium-sized supermarket chains to carry out strategic research in detail. Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis, Through the enormous amount of research on the Tai supermarket chains to carry out a comprehensive analysis of the company, summarized the development of the companies that exist in the current strengths, weaknesses, opportunities and threats and other factors, to determine the company's strategic development of the indicator system , and then come to the strategic analysis group, and to develop the Group's strategic objectives and overall strategy. At the same time, the implementation of the strategy set out to in order to ensure effective implementation of Group strategy .Specific analysis in this process, the comprehensive use of the SWOT strategic research methods, such as specific studies to study the relevance and practicality.
The full text is divided into five parts. The first chapter is the introduction part. Chapter II a brief account of the theoretical basis of the article. Third, the four chapters will be Tai supermarket chains as a case study of this article, the strategic shift of its case study approach with SWOT analysis of the Tai supermarket chains a competitive disadvantage and advantages, opportunities and threats analysis of the reasons for the strategic shift and feasibility. Chapter V is the development of Tai supermarket chains to make a few suggestions for its efforts in developing the rural market, as well as adhere to the specified chain to improve the direction. The final chapter is the conclusion of this article.
Key words: small and medium-sized supermarket chains; SWOT analysis; strategic shift; township market
