Abstract
In recent years, with the rapid development of e-commerce service industry,
online retail platforms such as "JD" and "Taobao" swept the consumer market,
and the retail industry ushered in an unprecedented opportunity period; At the same
time, the traditional retail relying on offline channels has been squeezed by the market
and has to change to the "online+offline" mode. The rise of online retailing has
stimulated the development of logistics and transportation industry, and the concept of
market consumption has gradually changed from the original product demand to the
comprehensive retail model of "online+offline+logistics" which pays attention to the
consumption experience, that is, the new retail model.
The new retail model emphasizes the deep integration of online services and
offline experiences by using big data, artificial intelligence and other related
information technologies in the Internet era. The proposal and application of the new
retail model is the inevitable result of the transformation of the physical retail industry.
As a member of the traditional physical retail industry, traditional supermarkets also
need to adapt to the strategic implementation needs of traditional supermarkets under
the new retail model, and find their own strategic management plan.
Based on the changes of the current external environment, taking XL
supermarket as an example, this paper analyzes the regional industry environment of
XL supermarket by using pest and five forces models, and makes a group analysis of
its main competitors. Based on the analysis of the external environment, this paper
describes the self conditions, resources and operation of XL supermarket, and
analyzes the impact of the new retail model on XL supermarket, Through value chain
analysis, it is determined that XL supermarket is more suitable to implement
competitive strategy in the current environment. Then, according to the idea of
implementing the competitive strategy of XL supermarket, this paper analyzes the
feasibility of cost leading strategy, centralization strategy and differentiation strategy,
and comes to the conclusion that XL supermarket is more suitable to implement the
differentiated competitive strategy at present. Finally, combined with the actual
development of XL supermarket, formulate the idea of implementing differentiated
competition strategy, formulate implementation plans from the aspects of product
selection, customer experience, supporting services, data support, and formulate

corresponding safeguard measures.
Key words: New retail model; Corporate strategic management;
Competition strategy; Differentiated competitive strategy;

目录
第一章 绪论..................................................................................................................1
1.1 研究背景.........................................................................................................1
1.1.1 新零售模式的解读..............................................................................1
1.1.2 新零售模式对传统超市带来的影响..................................................2
1.1.3 新零售模式下传统超市战略管理的方向..........................................2
1.2 研究意义.........................................................................................................2
1.3 文献综述.........................................................................................................3
1.3.1 新零售模式的研究现状......................................................................3
1.3.2 新零售模式下超市的竞争战略研究..................................................4
1.3.3 文献评述..............................................................................................5
1.4 研究内容及研究方法.....................................................................................6
1.4.1 研究内容..............................................................................................6
1.4.2 研究方法..............................................................................................7
第二章 相关理论概述..................................................................................................9
2.1 战略管理理论概述.........................................................................................9
2.1.1 企业战略..............................................................................................9
2.1.2 战略管理..............................................................................................9
2.1.3 竞争战略..............................................................................................9
2.1.4 三种基本竞争战略............................................................................10
2.1.5 竞争战略两种常用分析模型............................................................10
2.2 新零售模式相关概述...................................................................................11
2.2.1 新零售模式主要内容........................................................................11
2.2.2 新零售模式发展趋势........................................................................12
第三章 XL超市的外部环境分析 .............................................................................14
3.1 宏观环境的 PEST分析 ...............................................................................14
3.1.1 政治环境............................................................................................14
3.1.2 经济环境............................................................................................15
3.1.3 社会文化环境....................................................................................15
3.1.4 技术环境............................................................................................16
3.2 行业竞争环境的波特五力分析...................................................................17
3.2.1 现有竞争者的竞争能力....................................................................17
。。。以下略