在当前我国经济社会发展新常态、新语境下，零售业的发展与我国及地方经 济密切相关，能够直接反映出一定区域内经济发展的基本特质和能力趋势。与此 同时，零售业是极具竞争性的行业，再加上电子商务的发展，从而使得当前我国 零售连锁企业竞争日趋激烈，相应的市场经营最到了前所未有的挑战。以本文所 探讨的广百股份为例，近年来坚持改革创新，推动企业转型升级，实现了较好发 展。与此同时，广百股份在发展过程中，也存在一些不可回避的外部环境制约和 内部管理能力不足的影响，再加上在经营战略方面还没有形成可持续发展的战略 体系，这在某种程度上影响并制约了广百股份的经营绩效。 基于此，本文以广百股份为案例，在相关企业经营战略理论指导下，借助社 会调查、文献分析、案例分析方法，以广百股份经营战略为着力点，按照“归集 理论→现状审视→问题导向→环境分析→策略设计→实施保障”的研究分析思 路，重点对广百股份经营战略现状进行检视和发展环境进行分析，进而提出广百 股份经营战略的可持续发展对策和措施。 综上，广百股份需要在风险可控的基础上，紧紧围绕消费者，注重市场动态， 细致深入地对市场进行调查，深入推进市场细分定位战略、差异化运营战略、新 零售连锁战略，由单一超市业态向多类型、多业态超市发展，最终向整个广东零 售市场渗透，做地区市场的一流零售企业。同时，要着力加强经营战略有效实施， 着力加强经营战略分解落实，着力推进经营战略保障到位，在此基础上，要完善 公司组织机构建设，加强人力资源管理激励，提升公司品牌影响力，深化公司战 略控制力，建立起具有现代企业制度体系所需要的运营制度，进而助力并促进广 百股份践行宗旨使命，实现战略目标。 关键词：广百股份；零售连锁；经营战略；差异化 vi ABSTRACT UnderthecurrentnewnormalandnewcontextofChina’seconomicandsocial development,thedevelopmentoftheretailindustryiscloselyrelatedtoChinaandthe localeconomy,whichcandirectlyreflectthebasiccharacteristicsandcapacitytrends ofeconomicdevelopmentinacertainregion.Atthesametime,theretailindustryisa highlycompetitiveindustry,coupledwiththedevelopmentofe-commerce,sothatthe currentcompetitionofChina'sretailchaincompaniesisbecomingincreasinglyfierce, andthecorrespondingmarketoperationhasreachedunprecedentedchallenges. TakingGrandbuysharesdiscussedinthisarticleasanexample,inrecentyears,ithas insistedonreformandinnovation,promotedthetransformationandupgradingof enterprises,andachievedgooddevelopment.Atthesametime,inthedevelopment processofGrandbuy,therearesomeunavoidableexternalenvironmentalconstraints andinsufficientinternalmanagementcapabilities.Inaddition,intermsofbusiness strategy,asustainabledevelopmentstrategysystemhasnotyetbeenformed.Toa certainextent,itaffectsandrestrictstheoperatingperformanceofGrandbuyshares. Basedonthis,thisarticletakesGrandbuyasacase,andundertheguidanceof therelevantbusinessstrategytheory,withthehelpofsocialsurvey,literatureanalysis, andcaseanalysismethods,ittakesGrandbuy'soperatingstrategyasthefocus,and accordingto"collectiontheory→statusquoreview→Problem-oriented→ environmentanalysis→strategydesign→implementationguarantee"research analysisthinking,focusingonthereviewofGrandbuy'sbusinessstrategystatusand developmentenvironmentanalysis,andthenputforwardsustainabledevelopment countermeasuresandmeasuresofGrandbuy'sbusinessstrategy. Aboveall,Grandbuyonthebasisofcontrollablerisks,focusingonconsumers, focusingonmarketdynamics,Conductmarketsurveys,promotemarketsegmentation positioningstrategy,integratedgrowthstrategy,differentiatedoperationstrategy,and newretailchainstrategy,developfromasinglesupermarketformattoamulti-type andmulti-formatsupermarket,andeventuallypenetrateintotheentireGuangdong retailmarketandbecomearegionalmarketLeadingretailcompany.Atthesametime Grandbuyneedtopromotetheimplementationofstrategymanagement,strengthen humanresourcemanagement,strengthenfinancialfinancingcontrol,andestablish operatingsystemsrequiredbymodernenterprisesystemsandsystems,thereby helpingandpromoteGrandbuytofulfillitsmissionandachieveitsstrategicgoals. Keywords:Grandbuyshares;retailchain;businessstrategy;differentiation 目录 第一章绪论.......................................................................................................................................1 1.1研究背景与意义..................................................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................1 1.2国内外研究现状..................................................................................................................2 1.2.1关于企业战略研究方面...........................................................................................2 1.2.2关于新零售及百货超市企业战略研究方面..........................................................4 1.3研究内容及方法..................................................................................................................6 1.3.1研究内容...................................................................................................................6 1.3.2研究方法...................................................................................................................7 第二章广百股份外部环境分析.......................................................................................................8 2.1宏观环境分析......................................................................................................................8 2.1.1政策环境...................................................................................................................8 2.1.2经济环境...................................................................................................................8 2.1.3社会环境...................................................................................................................9 2.1.4技术环境...................................................................................................................9 2.2市场环境分析....................................................................................................................10 2.2.1零售行业整体市场环境.........................................................................................10 2.2.2新零售对传统零售行业的影响分析....................................................................10 2.2.3零售连锁市场供需分析.........................................................................................11 2.3行业竞争结构分析............................................................................................................12 2.3.1同业竞争者的竞争程度.........................................................................................12 2.3.2潜在进入者分析.....................................................................................................14 2.3.3客户议价能力分析.................................................................................................14 2.3.4供应商议价能力分析.............................................................................................15 2.3.5替代品威胁分析.....................................................................................................15 2.4主要竞争对手分析....................................................................................................16 2.5行业关键成功因素分析....................................................................................................17 2.6本章小结............................................................................................................................18 第三章广百股份内部环境分析.....................................................................................................19 3.1广百股份简介....................................................................................................................19 3.2广百股份内部资源分析....................................................................................................19 3.2.1组织机构........................................................................................