内 容 摘 要
随着我国超市数量的日益增多，超市之间的竞争也日趋激烈，其中中小超市处在竞争的不利地位。本文针对中小超市目前的竞争状况，从资源与能力的角度出发，借助SWOT方法分析了中小超市的外部机会和威胁以及内部资源与能力的优势和劣势，明确了其战略定位，并提出了实现其定位的一系列竞争战略和措施。文章认识到中小超市要在区域定位上力求本地化，在产品定位上力求综合化，在市场定位上力求细分化，在服务定位上力求亲民化，并通过创造性地采取与大型超市不同的低成本、差异化战略的实现措施集中在一个市场内深耕才能够求得生存。
关键词：中小超市 资源与能力 战略定位 竞争策略
ABSTRACT
With the increase number of supermarkets in our country.The competition among supermarkerts become more and more fiercely.The middle or small-size supermarkets play an adverse position. In the point of this view,this thesis focus on resources and abilities. with the help of SWOT analyse the resources and ablities and the features of strategic resources. On this basis, middle or small-size supermarket should start from its own resources take exact strategy orientated, formulate a proper competition tactice, and cooperate with it to make up of the gap of resources for the sack of steady development in the market.
Key words: middle or small—size supermarker；resources and ability；strategy oriented；
compeptition tactice
目 录
