Localization Research On Competitive Strategy Of Chain Convenience Store

With the accelerated process of economic globalization and the rapid development of our country economy, convenience stores as a new retail format, with its flexibility, convenience, service diversification and high speed and accurate feedback advantage by the majority of consumers, in our country, especially in the economically developed city and the good momentum of development. However, as our country is gradually opening to the world of retail market, foreign retail giants have entered China market, for our convenience stores have a huge impact. In addition to local supermarkets, stores and other retail formats out, our local convenience store is running with scissors. In such fierce competition, our local convenience store wants to survive and develop, set up a set of rational and effective system of strategy of competition is very important. This paper aims to discuss and analysis our country chain-like convenience store environment, undertake to the enterprise strategy choice suggestion.This thesis is divided into6chapters, the first part is the introduction, introduces the research background and significance, research status at home and abroad and the research framework of the thesis; the second part of the paper is relevant and academic research, which involves a chain of convenience stores and other relevant concepts, the theory of competitive strategy and Potter model of competitiveness of content; the third part is to localization of a chain of convenience stores to environmental analysis. Starting from the macroscopic environment, analysis of its political, economic, technological and social factors, and then use the five competitiveness model, analysis of localization of chain convenience store competition, finally using the SWOT tool analyzes the opportunities and threats, advantages and disadvantages; fourth part elaborated local convenience store chain competitive strategy types and selection, and analysis restricted localization convenience store chain competitive strategy choice factors; the fifth part is the case analysis, the specific binding of X city Y convenience store chain, analyses the opportunity, threat, advantage and disadvantage, the establishment of SWOT matrix, on the basis of choice Y convenience store chain competitive strategy. The sixth is part conclusion. Mainly on the views of this paper summarize.In short, the external environment is changing, the convenience store is not that a set of system of strategy of competition is a pure sense of the fit, so enterprises should continue to measure itself and the external dynamic correlation, combined with their own actual situation, flexible to enterprise’s strategic positioning and selection is the hard truth.