本文主要以山东全福元商业集团有限责任公司（以下简称全福元集团）
为本次研究的主要目标，论文主要针对全福元集团的发展现状、企业文化、
集团 PEST 分析、竞争环境分析等方面，分析过程采用波特五力模型分析法，
结合 SWOT 分析法，总结归纳出全福元集团发展总体战略、竞争战略、合作
战略和多元化战略等。论文重点结合集团发展提出在竞争战略方面要做到以
下几个方面：第一，提高信息化水平。伴随着信息化、智能化时代的到来，
集团发展也需要提高信息化水平，争取全福元集团的网络信息化系统达到系
统化、灵活化、智能化等高效特点。第二，强化人力资源开发管理。要使企
业获得可持续发展，有效的人力资源管理是企业获得竞争优势的一个重要因
素。第三，加强企业文化建设。一个良好企业的发展离不开优秀的企业文化，
优良的企业文化渗透员工思想，给企业员工带来正能量，使员工产生使命感，
对企业有着深厚的感情，从而给企业带来强大的核心竞争力。本文通过对全
福元集团竞争战略的研究，对本企业的经营有着积极的现实意义和参考价值，
同时相关企业在战略转型时也会有一套可行性方案可供参考或借鉴
关键词 竞争战略；零售业；全福元集团- II -
Research on Competitive Strategy of
Shandong Quan Fu Yuan Group Limited
Abstract
Retail industry in China has proliferated since the reform and the policy of
opening-up to the outside world. Owing to the size and growth rate continue to
hit record highs, retail industry has been a very important sector for increasing
demand in the domestic market. With the development of China&39;s economy into
the international market, China&39;s retail market has gradually entered the world,
Wal-Mart and other foreign retailers have entered China’s retail market in
succession. The domestic retail enterprises are facing unprecedented pressure of
competition; however this kind of pressure also creates a good opportunity for the
large hypermarket chain to develop. The reform theory of retail industry has been
presenting a vigorous situation which in Chinese Idioms is described as “let a
hundred flowers blossom and a hundred schools of thought contend”. Therefore,
the study of retail industry competitive strategy has very strong realistic
meanings.
This paper takes Shandong Quan Fu Yuan Business Group Limited (be
hereafter referred to as Quan Fu Yuan Group) as the research object. Quan Fu
Yuan Group’s development, enterprise culture, group PEST analysis, competitive
environment analysis acting as the main target of this research, this thesis uses
analysis of the process of Potter&39;s five forces model analysis, SWOT analysis
method to sum up the overall strategy, Fu Yuan group development and
competition strategy, cooperation strategy and diversification strategy. This paper
focuses on the combination of proposed in terms of competitive strategy to do the
following aspects of group development. First of all, the aim is to enhance the
informative level. With the development of information, the arrival of the era of
intelligent, group development also need to improve the level of information,
network information system to achieve system of Quanfu yuan group, flexibility,
intelligent characteristic and high efficiency. Secondly, the goal is to enhance- III -
human resource development and management. The effective human resource
management plays an important role in the enterprise sustainable development,
and it is helpful to gaining a competitive advantage. Thirdly, this thesis aims to
enhance the construction of the culture in corporations. The enterprise
management bases on a favorable company culture which can bring positive
energy for staff. The sense of mission and the deep feelings for the company will
emerge a strong core competence.
This paper has positive practical significance and reference value for
enterprise operation by studying the competitive strategy of Quan Fu Yuan Group.
At the same time, related enterprises can use it for reference when taking
strategic transformation.
Keywords Competitive Strategy; Retail industry; Quan Fu Yuan Group- IV -
目 录
摘要........... I
Abstract .... II
第 1 章 绪论.........1
1.1 研究背景 ....1
1.2 研究目的及意义 ....2
1.2.1 研究目的 .........2
1.2.2 研究意义 .........2
1.3 国内外战略管理文献综述.3
1.3.1 国外相关研究文献综述..........3
1.3.2 国内相关研究文献综述..........5
1.4 主要研究内容及研究方法..6
1.4.1 研究内容 ..........6
1.4.2 主要研究方法 ..7
1.4.3 技术路线 ..........8
第 2 章 全福元集团环境分析......9
2.1 全福元集团概况 ....9
2.1.1 发展历程 .........9
2.1.2 企业文化 .......10
2.1.3 组织结构 .......10
2.1.4 营销现状 .......11
2.2 公司 PEST 分析 ...11
2.2.1 政治环境分析 ...........12
2.2.2 经济环境分析 ...........13
2.2.3 社会文化环境分析....13
2.2.4 技术环境分析 .
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