在当前市场经济发展态势下，零售企业发展到一定规模后，大都采取连锁经 营模式，并以此在激烈的市场竞争中占据市场份额，形成良好的经营业绩。以本 文所探讨的区域连锁零售企业 JJY 公司为例，在线上商城和线下连锁实体店竞争 的新形势下，区域连锁零售业如何突围、超越，实现健康、科学、有序发展，其 中所涉及的战略规划这个课题非常值得研究。 本文运用定性分析和比较分析的方法，在企业发展战略指导下，对 JJY 公司 发展战略问题进行研究发现，经过近年来的市场拓展，目前 JJY 公司已经初步建 立了“基地+超市”农超对接模式，推进连锁物流一体化发展，持续延伸连锁零售 产业链条，取得了较好的发展业绩。但同时也应看到，由于受到内部人力资源、 财务资源影响，以及企业管理能力、客户服务能力、市场竞争能力制约，JJY 公司 在同行业竞争中寻求一种调整自身状况的差异化战略，将会有很大机会在当前新 零售市场上持续发展，形成具有持续领先的核心竞争力。因此，结合宏观、行业 和企业内部分析和 SWOT 矩阵，本文认为，JJY 公司应优先选择 ST 战略，即差异化 战略。在 JJY 公司差异化发展战略实施方面，当前要重点推进市场定位差异化、 市场营销差异化、连锁物流差异化、新零售发展差异化，同时要加强组织机构保 障、人力资源保障、品牌建设保障、战略管理控制，以此推进包括 JJY 公司在内 的我国区域连锁零售企业发展可持续。 关键词：区域连锁零售；新零售；发展战略；差异化战略湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract Chain operation is a modern business operation model commonly adopted by many countries in the world. At present, the competition in China's retail industry is becoming increasingly fierce. Take the regional chain retail enterprise JJY company discussed in this article as an example, in the "Internet +" and other strong chain entities Under the new situation of shop hunting together, how to break through and surpass the regional chain retail industry to achieve healthy, scientific and orderly development, the strategic planning involved in it is worthy of research. This article uses the methods of qualitative analysis and comparative analysis, under the guidance of enterprise development strategy, to study the development strategy of JJY company and found that after recent market expansion, JJY company has initially established a "base + supermarket" farming super docking model. , To promote the integrated development of chain logistics, continue to extend the chain of the chain retail industry, and achieve good development performance. But at the same time, it should also be noted that due to the influence of internal human resources and financial resources, as well as the constraints of corporate management capabilities, customer service capabilities, and market competitiveness, JJY is seeking a differentiated strategy to adjust its own situation in the competition in the same industry. There will be a great opportunity to continue to develop in the current new retail market and form a core competitiveness that will continue to lead. Therefore, combined with the macro, industry and enterprise internal analysis and SWOT matrix, this article believes that JJY Company should give priority to ST strategy, that is, differentiation strategy. In terms of the implementation of JJY’s differentiated development strategy, we must focus on promoting market positioning, marketing, chain logistics, and new retail development. At the same time, we must strengthen organizational guarantees, human resources guarantees, brand building guarantees, Strategic management control to promote the sustainable development of regional chain retail enterprises in China, including JJY. Keywords: Regional Chain Retail; New Retail; Development Strategy; Differentiation Strategy湖 北 工 业 大 学 硕 士 学 位 论 文 III 目 录 摘要................................................................................................................... I Abstract................................................................................................................. II 目 录............................................................................................................... III 第 1 章 绪论............................................................................................................. 1 1.1 选题背景与意义...........................................................................................1 1.1.1 选题背景...........................................................................................1 1.1.2 研究意义...........................................................................................1 1.2 文献综述.......................................................................................................2 1.2.1 国外研究现状...................................................................................2 1.2.2 国内研究现状...................................................................................2 1.2.3 文献述评...........................................................................................4 1.3 研究内容和方法...........................................................................................4 1.3.1 研究内容...........................................................................................4 1.3.2 研究方法...........................................................................................5 第 2 章 本文研究的相关理论概述.........................................................................7 2.1 企业发展战略概述.......................................................................................7 2.1.1 企业发展战略概念界定...................................................................7 2.1.2 企业发展战略管理特征...................................................................8 2.2 企业发展战略的理论基础...........................................................................9 2.2.1 经典战略理论...................................................................................9 2.2.2 竞争战略理论...................................................................................9 2.2.3 核心竞争力理论...............................................................................9 2.3 本文研究工具概述.....................................................................................10 2.3.1 PEST 分析模型................................................................................10 2.3.2 波特五力模型.................................................................................10 2.3.3 SWOT 分析........................................................................................11 第 3 章 JJY 公司区域连锁零售发展环境分析....................................................12湖 北 工 业 大 学 硕 士 学 位 论 文 IV 3.1 JJY 公司简介............................................................................................. 12 3.2 我国区域连锁零售行业市场发展现状.....................................................12 3.2.1 区域连锁零售行业市场发展态势.................................................12 3.2.2 区域连锁零售行业市场供需特征.................................................12 3.3 JJY 公司区域连锁零售宏观环境分析..................................................... 13 3.3.1 政策环境.........................................................................................13 3.3.2 经济环境.........................................................................................14 3.3.3 社会环境.........................................................................................14 3.3.4 技术环境.........................................................................................15 3.4 JJY 公司区域连锁零售市场环境分析..................................................... 15 3.4.1 主要竞争者.....................................................................................15 3.4.2 潜在进入者.....................................................................................16 3.4.3 顾客议价能力.................................................................................16 3.4.4 供应商议价能力.............................................................................16 3.4.5 替代者...................................................