Expansion Strategy Research For C Supermarket In Shanghai

In recent years, as the main commercial activities, the development of supermarkets is very quickly in our country. But the difficulty of expansion has become the big problem to block the success of supermarkets. Now who has expansion strategy in our country are Walmart, Carrefour, RT-mart, Auchan,Lotus, Centurymart, Xinhuadu, Yonghui, Wumart and so on. As the famous companies at home and abroad it’s hard for them to find ideal commercial location in most cities. Now these supermarkets are under difficulty for expansion and impact by the e-commerce, several of them have begun to close the stores and some have been merged these two years. So, except for the reason of e-commerce, the accurate location is not only the precondition of success, but also the precondition and basic of operation standard, simplify and specialization.As the saying goes, a good location is half done.The thesis study for the expansion strategy of C supermarket in Shanghai.Chapter one explain the research background, research content, research significance and summarize the related literature. Chapter two analysis C supermarket expansion environment according to its basic situation in Shanghai,and research its expansion problem in Shanghai. Chapter three research C supermarket expansion environment through field visiting, including expansion region, location traffic, location business district and competition around.Chapter four is customer research for C supermarket, including customer basic information, the influence of convenience feeling for customer satisfied and loyalty, the influence of shopping mall combination for customer action and shopping willing, and also research for the customer anticipate to supermarket.Chapter five forecast and analysis C supermarket expansion finance, including investment cost, operation cost and its profitability, and study for the expansion strategy.The thesis is to build a expansion system, firming and promoting the expansion competition of C supermarket in the retail industry. Meanwhile, wishing it can offer some support and service for the operation and get some inspiration and reference for C supermarket during such a drastic competition market.