本科论文摘要我国出现连锁便利店的时间与西方国家相比较晚一些，但是由于我国经济持续发展且发展迅速，这种新型的零售业态也迅速普及。随着网络的快速普及和电子商务平台的推广应用，给传统的中小型超市带来了巨大的冲击，然而，便利店之所以能够出现逆势增长的趋势并且赢得顾客的喜爱，与它便利性的服务特点密切相关。因此，积极开展如何提高连锁便利店竞争力方面的研究，有助于连锁便利店企业了解连锁行业的发展方向，对实现企业利润更快更稳的发展具有积极意义。本文通过SWOT方法分析真得利连锁便利店所处的竞争环境、外部面临的机会与威胁、内部自身的优势与劣势等，并且对基本的竞争战略进行可行性分析，提出了真得利连锁便利店可采用的竞争战略，即差异化战略，保证可以充分利用企业内部的的优势，克服自身的劣势，有效躲避外部威胁，抓住市场机遇，迎接未来的挑战，努力为公司提供新动力，寻求一条可持续发展的道路。关键词：连锁便利店，竞争战略，差异化战略本科论文AbstractTheemergenceofconveniencestorechainsinChinawasabitlaterthaninWesterncountries,butbecauseofChina'ssustainedandrapideconomicdevelopment,thisnewtypeofretailbusinesshasalsobecomepopular.WiththerapiddevelopmentoftheInternetandthepromotionandapplicationofe-commerce,ithasbroughtacolossalimpacttotraditionalsmallandmedium-sizedsupermarkets.However,thereasonwhyconveniencestoresareabletogrowagainstthetrendandwincustomers'favoriscloselyrelatedtoitsconvenientservicecharacteristics.Therefore,activelyconductingresearchonhowtoimprovethecompetitivenessofchainconveniencestoreswillhelpchainconveniencestorecompaniesunderstandthedevelopmentdirectionofthechainindustryandhavepositivesignificanceforachievingfasterandmorestabledevelopmentofcorporateprofits.ThisarticleusesSWOTmethodtoanalyzethecompetitiveenvironmentwhereZhendelichainconveniencestoresarelocated,theopportunitiesandthreatstheyfaceexternally,theirownadvantagesanddisadvantages,etc.ItalsoanalyzesthefeasibilityofbasiccompetitionstrategiesandproposesthecompetitionthatZhendeliconveniencestorescanadopt.Strategy,thatis,differentiationstrategy,guaranteesthatitcanmakefulluseoftheinternaladvantagesoftheenterprise,overcomeitsowndisadvantages,effectivelyavoidexternalthreats,seizemarketopportunities,meetfuturechallenges,andstrivetoprovidenewpowerforthecompanyandseekTheroadtosustainabledevelopment.Keywords：Convenientstore,Competitivestrategy,Differentiationstrategy本科论文目录前言................................................................11绪论................................................................21.1选题背景及意义................................................21.2零售行业竞争战略文献综述......................................21.3主要创新点....................................................22真得利连锁便利店SWOT分析...........................................42.1真得利连锁便利店外部环境分析..................................42.1.1零售行业宏观环境分析....................................42.1.2真得利连锁便利店行业环境分析............................42.1.3真得利连锁便利店主要竞争对手分析........................52.2真得利连锁便利店内部环境分析..................................92.2.1真得利连锁便利店的资源分析..............................92.2.2真得利连锁便利店的能力分析..............................92.3真得利连锁便利店SWOT分析结果总结.............................93.真得利连锁便利店的竞争战略选择....................................113.1基本竞争战略的可行性分析.....................................113.1.1集中化战略的可行性分析...........
