Research On The Development Strategy Of Small-medium Supermarkets Under The Background Of Online Shopping

With the rapid development of Internet and e-commerce application, online shopping can be achieved. Because of its saving time and effort, low prices, the full range of goods, breaking through the regional limitation and transparency of transactions,online shopping will be attractive to more and more consumers, which leading consumers to shift from traditional supermarket shopping to online shopping. It has a huge impact on traditional small-medium supermarket shopping. Under the background of online shopping, how to choose the reasonable development strategy to seek the survival and development is an urgent task for Small-medium Supermarkets.Taking small-medium supermarkets as the main research object, this paper based on the theory of enterprise development strategy,analyses the competitive environment and internal environment of small-medium supermarkets by using PEST method, Michael Porter five forces model and SWOT method; it puts forward some development strategies of small-medium supermarkets under the background of online shopping, which are the combination of offensive strategies and defensive strategies. Small-medium supermarkets can seize external opportunities, use their own advantages, avoid external threats and overcome their own weaknesses by using these strategies and seek the healthy development. At the same time, this paper chooses a private small-medium supermarket named LY Supermarket in Rizhao City as a typical case and researches LY Supermarket development strategies under the background of online shopping. It provides a factual basis for the writing of this paper. Hopefully, this paper can provide some references for the development strategy of small-medium supermarket under the background of online shopping.