The Research Of Urumqi Vanguard Large Chain Supermarket Competition Strategy

As an important part of the retail trade industry,retail industry is the last part of commodity from the field of circulation to consumer sector,and retail supermarket is the key to the entire consumer goods industry chain.With China's accession to WTO,the level of retail opening up to world has continues to deepen,Carrefour,Wal-Mart and other foreign retail giants have entered the Chinese retail market,so that our local retailers face unprecedented pressure of competition and also offer a good opportunity for development of large supermarket chains.China's large supermarket chains is in a critical period of rapid development,and face opportunities and challenges,how to improve the quality of service,expand competitive advantage,while reducing operating costs is an urgent problem to be solved.Therefore,studying the competition strategy of large chain supermarkets is of great practical significance.Firstly this paper reviews the basic retail theory,competition strategy theories and research status,Secondly,we analyze Urumqi Vanguard supermarket chain competitive environment from external competitive environment,industry competition environment and the internal environment.In external competitive environment,we analyze policy environment,economic environment,social environment and technological environment Which mainly affect Urumqi Vanguard supermarket chain strategy choice.In industry competition environment we use Porter's Five Forces model and based on barriers to entry,substitute threat,the buyers' negotiating power,sellers' negotiating power and existing competitors these five aspects that affect competition scale within the industry and industry attractiveness;In micro level we analysed Urumqi Vanguard supermarket's development,organizational structure,corporate culture,operations management and human resource management.Based on the above analysis,we use SWOT to analyze internal conditions with competitive advantage,competitive disadvantage,the enterprise competitive environment outside with external opportunities and threats.Based on the analysis on competitive environment of Urumqi Vanguard supermarket chain,this paper has made differentiated strategy,cost leadership strategy and objective gathering strategy with the actual situation and my own experience for Urumqi Vanguard supermarket chain.Based on the above strategy,this paper has put forward specific safeguards from operations management,information management,human resource management supply chain integration and logistics improvment.Finally,we propose the research limitations and future prospects for further study.