Study Of The Competitive Strategy Of BuBuGao Supermarket Chain

Retail industry is the terminal link of commodities from circulation to consumption.It has become an important part of commercial industry,and retail supermarket is the key link of the whole consumer goods industry chain.With China joined WTO,the opening of retail industry continues to deepen,WAL-MART,Carrefour,Auchan and many other international retail giants have entered China through the form of supermarket retail market,China's local retail enterprises are not only facing unprecedented pressure of competition,but also getting a good opportunity for development.BBK since its inception in 1995,after nearly 20 years of development,its scale of operation has been expanding,profitability has been continuously strengthened,successfully entered China's top 100 commercial chain group,a retail champion in Hunan Province.However,in the increasingly competitive environment of China's retail industry,the face of opportunities and challenges,How to achieve goal of reducing operating costs,improving service quality and expanding the competitive advantage at the same time is the major supermarket chains in the top priority,therefore,for the research of competition Strategic on BBK has important practical significance.This paper first reviews the current research situation at home and abroad and the theory of competitive strategy of large-scale comprehensive supermarket chain,and lays the theoretical foundation for the research.Secondly,it summarizes the basic situation of BBK;secondly,summarizes the basic situation of BBK,and discuss the external macro environment,industry environment and internal environment of BBK currently by PEST and Potter five forces model;Then,on the basis of the above environmental analysis,SWOT analysis method is used to analyze the internal conditions,external opportunities and threats from the competitive advantage and competitive disadvantage;then,combining with the feasibility of the three competitive strategies analysis,get the current optimal competitive strategy of BBK is the differentiation strategy,BBK need from brand,channel,technology and services to take differentiated competition;Finally,based on the above strategic choice,from the organizational structure,human resources,corporate culture and information management and other aspects of the implementation of the specific measures to protect the security measures.The purpose of this paper is to study the competition strategy of BBK chain supermarket,so that the supermarket can participate in the market competition more effectively and realize the long-term development of the company.In the process of research,analysis and methods to determine the competitive strategy of retail industry,has a certain reference for industry researchers and potential entrants,and for the future of BBK to improve its development situation,and gradually become bigger and stronger is highly valuable.