| Since the beginning of 2020,the real economy has suffered a heavy blow due to the COVID-19.The three year long "COVID-19" has had a huge impact on offline retail.The online giant e-commerce has also faced unprecedented competitive pressure due to the supply chain disruption,flow disruption,supply disruption,and rising labor costs.With the arrival of new technologies such as mobile internet,5G,big data,VR,and the maturity and popularization of digital media technology,digital marketing methods such as community and live streaming have been favored by consumers,and the epidemic has been controlled.Offline consumption has resumed.In addition,with the guidance of domestic environmental policies and the improvement of residents’ living standards,traditional marketing models are difficult to adapt to the development of the "post epidemic era",There is still uncertainty about the future of the retail industry.On April 10,2022,the Central Committee of the Communist Party of China and the State Council issued the "Opinions on Accelerating the Construction of a National Unified Market",which provided an action plan for the subsequent construction of a national unified market.Chain supermarkets,as one of the important main battlefields for "foothold in the domestic market",studying the competitive strategy of chain supermarkets in small and medium-sized cities has practical significance for the development of chain supermarkets in small and medium-sized cities.Based on the relevant theories of competitive strategy,this article uses methods such as literature research,case analysis,survey research,and quantitative analysis to explore the internal and external environment of HY chain supermarkets in BB city.The PEST analysis method was used to analyze the external environment of HY chain supermarkets.The Porter Five Forces model was used to analyze the industry competition situation of the city where HY chain supermarkets are located.The internal factor evaluation matrix(IEF)and external factor evaluation matrix(EFE)were used to conduct a detailed exploration of internal and external factors.The SWOT analysis method was used to analyze the current advantages,disadvantages,opportunities,and threats of HY chain supermarkets.Finally,a comprehensive evaluation is conducted on the feasibility of the three competitive strategies of cost leadership,centralization,and differentiation at the current stage,and combined with the results of the QSPM matrix quantitative analysis,it is clarified that HY chain supermarkets are more suitable for adopting differentiated competitive strategies.At the same time,based on the market positioning,strategic goals,and characteristics of the retail industry in which HY chain supermarkets are located,their differentiation system needs to be compared with traditional chain retail supermarkets,as well as differentiated from online retail enterprises.The specific implementation path mainly involves gradually building a competitive differentiation of HY chain supermarkets from aspects such as differentiation of goods sold,sales channels,service content,and market image construction,Thus forming the characteristics of HY chain supermarkets.At the same time,in order to ensure the implementation of the strategy,corresponding measures such as in-depth market research and segmentation,strengthening human resource management,and strengthening information construction have been formulated to promote the implementation of differentiated strategies. |
