Analysis On Management Of Chain Supermarket In Multi - Industry Environment

The retail industry has become the leading industry that has started to guide the production and consumption of industry in the process of national economic development.At present,the completion has become increasingly fierce between the retail giant and local medium-sized retail enterprises.People’s shopping habits have changed profoundly by internet technology.The local retail business faces more and more severe challenges by the impact of the internet shopping.Now the retail seems to have abottleneck at the stage of development and encounters some obstacles in the process of upward breakthrough.How to face the inflow of outside competitors,various forms,the fall of social average rates, a fierce competit ion situation, and find out the management problems in itself, changing our thought,keep the local retail out of troubles is the crucial problem for local retail in the digital age.This paper has selected Chaoshifa Supermarket as the research object,with an analysis of thecurrent management of Chaoshifa Suprmarket,and through the diagnosis for the managementof the enterprise existing problems, finally puts forward the strategy implementation steps andsecurity system of the adjustment and development.First, this paper analyzes the externalenvironment of Chaoshifa Suprmarket.It is concluded that the external opportunities ofChaoshifa Suprmarket including the government spending policies,the cetain consumptionspace of retail goods,optimistic consumer sentiment,the confidence on brand of ChaoshifaSuprmarket.External threats, including the slow development of the global economic recovery,the downturn of retail market,the changes in domestic consumption structure,the morepersonalized consumer demand,diminished buying power by electricity company,theconsumers’ higher demads for goods transport and storage technology of fresh goods.Second,to make an analysis of the supermarket’s internal environment.The internal opportunitiesincluded that the stability of the indicators of total assets and net assets,the stable targetcustomers, the low rate of employees,the strength of shareholders’ funds, a competitive brandand a strong company culture. The internal threats included that the profitability declined,theredundant organizational structure, the weakness of financial analysis,the unsound modernhuman resource system. Finally,this paper put forward the Chaoshifa Supermarket should makefull use of advantages, overcomes the disadvantage conditions, to establish the right strategy,which from marketing, finance, human resources, operations and information management totake effective measures, in order to enables the enterprise to gain long-term development in thefierce competition of the market.This paper focused on the management problems of Beijing Chaoshifa Supermarket chain co., LTD.by using the theory of all retail channels, supply chain management theory, comprehensive risk management theory and the analytical methods of SWOT, PEST.It has a certain theory value and practical significance to improve the management innovation and promote the competitiveness for Beijing Chaoshifa Supermarket chain co., LTD.