Research On The Competition Strategy Of Traditional Supermarket Chains Under The Background Of Internet +

Nowadays with the rapid development of Internet,Internet online retailers are rapidly expanding market.With the Internet equipment is more popularization and the process of urbanization in China is continued.Great changes have taken place in the way of people's shopping mode.Meanwhile,the Internet has accelerated the speed of information dissemination.Information transparency is gradually enhanced.Comparatively,the competition between traditional chain supermarkets are increasing more obvious,and the shortcomings of traditional chain supermarkets still exist.So that the profit margins of traditional chain supermarkets has been gradually squeezed.On the other side,"Internet plus" era has brought new opportunities for development of the traditional chain supermarkets.How to make use of this opportunity to develop rapidly,to adjust the competition strategy in the fierce market competition,it is an urgent problem to be solved at present for traditional chain supermarkets.This paper introduces the background of "Internet plus" through literature review etc.This paper introduces the classical theory of management,and introduces the research results of traditional retail industry.Through the PEST analysis of the macro environment in China,as well as the traditional chain supermarkets profit model,to point out the reasons of the problems existing in the traditional chain supermarkets competition strategy,and to analyze the competitive challenges faced by the traditional chain supermarkets.Through the analysis of the value chain of IZ supermarket,find out the advantages of IZ supermarket in the industry competition.Use the SWOT analysis of the current IZ supermarket competition strategy to adjust the way to put forward a feasible proposal.It's the time of rapid development of the Internet.In this paper,we can improve the program from the IZ supermarket's internal structure ofthe flat,the application of information technology,external relations and other aspects of the design.So that enterprises can develop in the new competitive environment,to some extent,to correct the problems in the operation of enterprises.In conclusion,this paper makes IZ supermarket chain as a typical representative of the traditional chain supermarkets to analyze.Through the study of this paper can help enterprises adjust their structure,help enterprises to introduce Internet Information Technology,In order to adapt to changes in the new era of competition strategy,to avoid the risk of enterprise Internet plus background.To help the traditional chain supermarkets obtain competitive advantage in the future development.