| In recent years,the development and popularization of Internet technology and the application of digital technology has brought about tremendous changes in the lifestyle of residents,online shopping has gradually occupied a part of the retail market,especially in the case of the outbreak of the COVID-19 and the normalization of epidemic prevention and control.In the future,more consumers tend to shop online that is convenient,fast,and does not require direct human contact.As a social enterprise of Zaozhuang City Supply and Marketing Cooperative,GC supermarket chain is actively building its own e-commerce platform while insisting on developing traditional retail business.During COVID-19,GC supermarket chain actively undertakes social responsibilities,using online platforms and community distribution to guarantee the living needs of the residents,this unexpected social event and the new business model have put forward urgent requirements for the transformation of the GC supermarket chain’s corporate competition strategy.Facing the development of society and the continuous upgrading of consumption structure,the regional supermarket chains are facing the development of the "Internet +" model and the impact of COVID-19.In the industry competition,enhancing the competitiveness of enterprises and improving the profits of enterprises are all problems that enterprises need to face and solve.This paper analyzes and studies the competitive environment of the retail industry in Zaozhuang and the development and operation of GC supermarket chains over the years.Based on the theoretical basis of corporate strategic management,this paper adopts a variety of tool modeling to analyze,formulate and select the competition strategy of GC supermarket chains.Conduct detailed research and analysis on implementation guarantees.The overall framework structure of the research in this paper is mainly: Firstly,summarize the development status of the supermarket chain industry through the research literature,learn and sort out the basic theory of strategic management and the research status of enterprise competition strategy at home and abroad,determine the research objectives and select research innovation points;Secondly,research and analyze the external environment of the GC supermarket chain,use the PEST model to analyze the impact of the political environment,economic environment,social environment and technical environment in the macro environment of the GC supermarket chain on the enterprise,and using the Porter’s five forces model to analyze existing competitors,potential entrants,suppliers,consumers and substitutes in the external environment of the GC supermarket chain,using the EFE matrix to quantitatively analyze the key external environmental factors affecting the company’s development;Thirdly analyze the key internal environmental factors affecting the development of the company from the perspective of the resources and capabilities of GC supermarket chain,and obtain the IFE matrix;Fourthly using the SWOT matrix to analyze the current situation of GC supermarket chain.Strengths and weaknesses,opportunities and threats and formulate alternative competitive strategies for the enterprise,using the QSPM matrix to conduct a comprehensive analysis and research selection and formulate the most suitable competitive strategy for GC supermarket chains;finally,according to the actual operating conditions of GC supermarket chains,specific measures such as strengthening organizational security,strengthening capital support,establishing relevant systems,and core technical support are formulated to ensure competition.Successful implementation of the strategy. |
