I 摘要 互联网彻底的改变了我们的生活，不仅如此，互联网对我国的经济也产生了重要的 影响。当前许多企业利用大数据，电子支付，人工智能的各种先进技术进行数据分析， 让商品更好的面向市场，销售的各个环节都已经有了全新的升级，原来的业态形式与生 态系统已经被完全打破，这种新的技术带来了全方面的变革。新零售就是通过线上和线 下的方式共同售卖商品，这也是当前技术的一种融合。新零售团购模式与传统的零售有 本质的区别，也让传统的零售行业受到了猛烈的冲击，新零售带来的机会和发展是不可 估量的。 战略管理是企业赖以生存的基础，通过战略管理和部署能够实现企业的快步向前发 展，让企业在激烈的竞争当中能够站稳脚跟，不断的扩大市场份额，本文研究的对象是 XY超市。该超市是一个传统的零售连锁超市，该超市在新零售模式的冲击下变得摇摇 欲坠。其是一个传统的零售连锁销售门店，以当前新零售的销售模式为切入点，对其进 行针对性的研究，本文从当下的新零售理念出发，从XY连锁超市集团近几年的发展近 况着手，结合连锁超市下属的公司所采取的营销方案和手段，通过PEST和波特五力模 型的分析方法，分析企业的战略布局和管理模式。针对企业战略定位模糊、经营业态单 一、门店租赁等成本高等企业所面临的困境以及内外部资源环境的各种问题，进行深入 的分析和探讨。总结出调整产品结构、制定新价格策略；完善业态经营，加强成本控制 等解决企业经营的问题的解决对策，深入的挖掘企业的利润空间为什么会被压缩。通过 SWOT分析的方法得出XY连锁超市在新零售开始的猛烈冲击之下，如何衍生出适合自 身的发展模式以及如何打造新的战略目标的策略，以最终提升自己的品牌形象。最后根 据战略的具体实施办法提供充足的依据，挖掘XY超市未来的发展规划和潜力，为企业 实现战略目标提供帮助和支持。 关键词 XY连锁超市集团 战略管理 新零售 SWOT分析 PEST分析 河北大学硕士学位论文 II Abstract The Internet has completely changed our lives. Not only that, the Internet has also had an important impact on our economy. At present, many companies use various advanced technologies such as big data, electronic payment, and artificial intelligence for data analysis, so that the products can better face the market. All aspects of sales have been completely upgraded, and the original format and ecosystem have been completely broken. This new technology has brought about change in all aspects. New retail is the joint sale of goods online and offline, which is also a fusion of current technologies. There is an essential difference between the new retail group buying model and traditional retail, which has also severely impacted the traditional retail industry. The opportunities and development brought by new retail are inestimable. Strategic management is the foundation on which an enterprise lives. Through strategic management and deployment, it can realize the rapid development of the enterprise, allow the enterprise to stand firm in the fierce competition, and continuously expand market share. The object of this article is XY supermarket, which is a traditional retail supermarket. The supermarket has become crumbling under the impact of the new retail model. It is a traditional retail chain sales store. Based on the current new retail sales model, it conducts targeted research. This article starts with the current new retail concept and starts with the recent development of the XY supermarket group. Combined with the marketing schemes and methods adopted by the companies affiliated to the supermarket chain, the company's strategic layout and management model are analyzed through the analysis methods of the PEST and Porter's five force models. This paper analyzes and discusses the difficulties faced by enterprises with ambiguous strategic positioning, single operating format, high cost such as store leasing, and various internal and external resource and environment issues. Summarize the solutions to adjust the product structure, formulate new price strategies, improve business Abstract III operations, strengthen cost control, and other solutions to solve business problems, and deeply explore why the profit margins of enterprises are compressed. Through the method of SWOT analysis, it is concluded that under the severe impact of the beginning of the new retail of the XY supermarket, how to derive a strategy suitable for its own development model and how to create new strategic goals in order to ultimately improve its brand image. Finally, provide sufficient basis according to the specific implementation method of the strategy, tap the future development plan and potential of XY supermarket, and provide help and support for enterprises to achieve their strategic goals. Keywords XY supermarket group Strategic management New retail SWOT analysis PEST analysis 河北大学硕士学位论文 IV 目 录 第一章 绪 论..................................................................................................................1 1.1 研究的背景及意义...................................................................................................1 1.1.1 研究背景........................................................................................................1 1.1.2 研究意义........................................................................................................3 1.2 国内外研究综述.......................................................................................................4 1.2.1 国外研究综述................................................................................................4 1.2.2 国内研究综述................................................................................................5 1.3 研究的思路及方法...................................................................................................8 1.3.1 研究思路........................................................................................................8 1.3.2 研究方法........................................................................................................8 1.4 研究的内容...............................................................................................................9 1.5 创新点.....................................................................................................................11 第二章 相关概念界定及理论基础......................................................................................12 2.1 发展战略理论.........................................................................................................12 2.2 连锁经营理论.........................................................................................................12 2.3 “新零售”相关概述.............................................................................................13 2.3.1 “新零售”相关理论..................................................................................13 2.3.2 “新零售”的研究框架..................................................................................14 2.4 战略分析工具.........................................................................................................15 2.4.1 PEST分析理论............................................................................................15 2.4.2 SWOT分析理论..........................................................................................16 2.4.3 波特的五力模型..........................................................................................17 第三章 XY连锁超市集团现状及存在的问题...................................................................19 3.1 XY连锁超市集团现状..........................................................................................19 3.2 XY连锁超市集团人力资源情况..........................................................................20 目录 V 3.3 XY连锁超市集团近期发展战略..........................................................................20 3.4 XY连锁超市集团发展战略存在的问题..............................................................21 3.4.1 应对激烈竞争环境表现平平......................................................................21 3.4.2 店面转型升级问题多..................................................................................22 3.4.3 缺少创新的网络思维................................................................