Research On Competitive Strategy Of GQHS Supermarket In Shandong

With the rapid development of China’s economy and the continuous progress of science and technology,the income level of Chinese residents has gradually increased,the needs of consumers have become increasingly diversified,and the competition among retail industries has intensified.Under the background of the rapid development of new retail industry,China’s retail enterprises,especially supermarkets in third and fourth tier cities,should strive to adapt to market changes and explore competitive strategies suitable for their own development to deal with the increasingly fierce industry competition.Shandong GQHS supermarket is a local medium-sized comprehensive supermarket in GQ County,Shandong Province.With the large retail group represented by Ginza settled in GQ county and the development of online supermarkets such as Jingdong offline experience hall and Jingdong Mall,the development of GQHS supermarket is facing a real challenge.How to make full use of external opportunities,give full play to its own advantages,maintain performance growth,improve its service quality and expand its competitive advantage has become an urgent problem to be solved for the future survival and development of GQHS supermarket.Based on the theoretical research and practical exploration results of retail industry and enterprise competitive strategy at home and abroad,this paper uses PEST analysis,SWOT analysis,Andy Grove six forces model and other analysis methods to analyze and evaluate from the aspects of internal resources and capabilities,external macro environment and industry environment,opportunities and threats of GQHS supermarket,constructs a quantitative strategic plan matrix,and then makes strategic decisions with the help of the quantitative strategic plan matrix.Finally,the differentiation strategy is selected as the competitive strategy of GQHS supermarket from the three alternative strategies.According to the selection results of competitive strategy,this paper designs the differentiation strategy from five aspects: high-quality service,sales market,private brand,online mall and commodity category.Finally,it formulates safeguard measures from four aspects: Deepening the construction of corporate culture,improving the organization and management structure,strengthening the strength of talent team and strengthening the construction of information system,in order to achieve positive results in the implementation of the differentiated competitive strategy of GQHS supermarket.