摘 要在经济全球化的推动下，国外成熟的零售企业在中国市场遍地开花，给国内尤其是刚起步的零售企业带来了不小的打击。华润苏果超市在激烈的市场竞争中独树一帜，自成立以来，其业务绩效多次被评为行业最佳。随着新零售的发展，华润苏果超市也在不断调整自身的经营战略。本文总结并讨论了华润苏果超市的区域领先发展战略、多业态协同发展战略、开拓农村市场战略、直营＋加盟双驱动战略及创新发展战略的五个经营战略，通过分析所得出的经验，能够给同业态超市的经营发展带来启示。关键词：零售企业；华润苏果超市；经营战略；启示IAbstractUnder the impetus of economic globalization, foreign mature retail enterprises are blossoming everywhere in the Chinese market, which has brought a lot of blows to domestic, especially newly-started retail enterprises. China Resources Suguo Supermarket is unique in the fierce market competition. Since its establishment, its business performance has been rated as the best in the industry many times. With the development of new retail, China Resources Suguo Supermarket is constantly adjusting its business strategy. This document summarizes and analyzes the leading regional development strategy, the development strategy coordinated in many ways, the development strategy of the rural market, direct operation + Alliance double-drive Strategy and innovative development strategy of China Resources Suguo supermarket, the experience gained from the analysis can bring enlightenment to the operation and development of the same-type supermarkets.Key words: retail enterprises; Huarun Suguo supermarket; business strategy; enlightenmentII目 录1 引言..............................................................11.1 研究背景及意义..................................................11.2 国内外研究现状..................................................21.3 研究方法........................................................42 华润苏果超市的经营状况..........
