Study On Competitive Strategy Of ZBSS Supermarket

With the full opening of China's retail sector to the outside world,the macroeconomic restructuring,the promotion and application of new science and technology,the development of e-commerce industry and weak consumer spending,the supermarkets in third and fourth tier cities are facing an increasingly fierce competitive landscape.They urgently need to explore a way out of the overall situation.ZBSS supermarket as the city's major supermarket chains,while ushering in the development opportunities,but also face an unprecedented huge challenge.With the large retail groups represented by Wal-Mart and Metro entering the city and the development of online supermarkets such as Jingdong Mall,the external environment of the supermarket market in Z City is rapidly changing,and the competition among enterprises in the industry is becoming fiercer.Under the new market environment,ZBSS supermarkets should actively explore competitive strategies in order to obtain sustainable competitive advantages and complete refinement and differentiation transformation so as to achieve the goal of becoming stronger and bigger.As to the opportunities and challenges that ZBSS supermarket faces,how to reduce the operation cost of supermarkets,how to continuously improve the quality of its own service,how to improve the performance of supermarkets and how to expand its competitive advantage are the problems that need to be solved urgently.In view of the competitive strategy of ZBSS supermarket,this paper analyzes the internal and external environment of ZBSS supermarket with the methods of PEST analysis,Porter five forces model and SWOT analysis to explore its opportunities and threats,strengths and weaknesses,and on this basis,Make competitive strategy choices and put forward implementation suggestions.The main research results are as follows.(1)Environmental analysis.First of all,analyze the external environment and competitive environment in ZBSS supermarket,and then use the internal and external factors evaluation to extract the advantages and disadvantages,opportunities and threats of ZBSS supermarket.(2)Design of competitive strategy implementation plan.First of all,we construct the quantitative strategic planning matrix and make the strategic decision by the quantitative strategic planning matrix,which will provide a rational reference for the subsequent ZBSS supermarket competition strategy formulation.(3)Proposal of implementation of competition strategy.According to the result of matrix analysis of quantitative strategic plan,this paper puts forward suggestions on how to implement the competition strategy of ZBSS supermarket from four aspects: perfecting organization management,strengthening management,strengthening human resources system and deepening corporate culture construction.