The Rural Market Development Strategy Research Underlying The SWOT Analysis Of Small And Medium-sized Chain Supermarket

The circulation industry of China open for foreign country overall on December 11,2004. A large amount of foreign chain groups have entered or are entering to the Chinese market. The competition of supermarkets is be coming fiercely. The survival of small supermarket chain facing challenge. The implementation of "Million village of thousands of villages and townships" market project brings opportunities for the development of small and medium-sized chain supermarket.Because of funding the huge potential of rural markets, part of the chain enterprises have exploited the rural market, such as the dandelion of Shenyang, the golden valley of Beijing, denong supermarket of Shandong. But the result is failure. The reason is the enterprise did not analysis of rural markets carefully and make a scientific and rational development strategy. Enterprise development strategy is the key factor which influences enterprise's survival and development. It's the vane of the eterprise.Paper studies the related theory of supermarket, then choose strategic management on the basis of study of SWOT method. This paper makes a series of research work:first, papers studys small and medium-sized chain supermarket in rural market development through SWOT analysis based on the related theory. Second, through combing the traditional SWOT, expert evaluation method and analytic hierarchy process (ahp) and four-dimensional coordinate localization approach strategic centre of gravity, finally establish the SWOT quantitative model. SWOT quantification model is used in enterprise strategic choice which combines qualitative method and quantitative methods, and then overcame the traditional SWOT shortcomings only studying qualitative analysis. The SWOT quantification model which helps small and medium-sized chain supermarket to make strategic choice.Third, taking the example of hongmanlou supermarket, this paper demonstates the application of SWOT quantitative model process.Combining with the actual situation of hongmanlou supermarket, papers propose the implementation of rural development strategy, using the theoretical research conclusion to guide the practice activity of enterprise.Studies shows that the rural market provides opportunities for the small and medium-sized chain supermarket's development, but it should choose appropriate strategy. the SWOT quantification model can provides the basis for it. SWOT quantification model is used to small and medium-sized chain supermarket's strategy management practice, which has the important theoretical and practical significance.