xx农村零售业发展战略研究

湖南农村零售业发展战略研究
内容摘要

随着我国加入WTO，尤其自2004年12月11日开始，我国零售业全面对外开放并迅速发展。但其中农村零售业的发展相对城镇零售业来说仍有很大差距。就湖南农村零售业来说，其发展面临着诸多问题：零售经营业态单一，零售经营主体组织化程度低，零售服务网络不健全，农村购买力相对落后，农村零售商品结构不合理；同时也存在着许多机遇：农村消费市场潜力巨大，政府支持，供销社发展零售业优势明显，零售企业的发展空间广阔，农村零售业的低成本低风险。在新的形势下，湖南农村零售业应该遵循连锁经营的发展战略，采取本土区域连锁零售企业农村发展战略，供销社百货店发展战略，总成本领先战略，批、零一体化的发展战略。

关键词

农村零售业；区域零售企业；百货店；总成本领先
ABSTRACT

With China's entry to WTO, its retailing industry has been thoroughly open to the outside world and quickly developed since December 11, 2004. However, it exists big disparity between our country’s rural retailing and urban retailing, take Hunan province for example, the development of its rural retailing faces a series of problems: single structure of retail enterprises, low level of organization of management body, imperfect service network, relatively backward rural purchasing power, illogical commodity structure, etc.. Contrarily, there are many opportunities, such as the great potential of the rural consumer market, the support from the government, the obvious advantage of the development of rural supply and marketing cooperative, a growing market for retailing enterprises, low cost and risk of rural retailing. Under the new situation, rural retailing in Hunan province should follow the development strategy of chain operations; take developing strategies as expansion of local regional retail chain enterprises to rural areas, development of rural supply and marketing cooperative, overall cost leadership, integration of wholesaling and retailing, etc.

KEY WORDS

rural retailing; regional retailing enterprises; department store; overall cost leadership
目     录
绪论……………………………………………………………………………1
一、湖南农村零售业的发展现状……………………………………………………3
（一）湖南农村零售业现存问题……………………………………………………5
1.零售经营业态单一………………………………………………………………5
2.零售经营主体组织化程度低……………………………………………………5
3.零售服务网络不健全……………………………………………………………5
4.农村购买习惯相对落后…………………………………………………………6
5.农村零售商品结构不合理………………………………………………………7
（二）湖南农村零售业面临战略机遇………………………………………………7
1.农村消费市场潜力巨大…………………………………………………………7
2.政策支持………………………………………………………………………8
3.供销社发展零售业优势明显……………………………………………………8
4.零售企业的发展空间广阔………………………………………………………8
5.农村零售业的低成本低风险……………………………………………………9
二、湖南农村零售业的发展战略思路………………………………………………9
（一）农村零售商业的发展要求实施连锁经营………………………………………9
（二）以日用消费品经营为主导发展零售业………………………………………9
（三）农村消费者需要商品和消费知识的“双重服务”……………………………10
三、湖南农村零售业的发展战略…………………………………………………11
（一）发展模式战略分析…………………………………………………………11
1．本土大型区域连锁零售企业农村发展战略………………………………………11
2．供销社百货店发展模式战略……………………………………………………13
（二）企业发展战略分析…………………………………………………………16
1．总成本领先战略………………………………………………………………16
2．批、零一体化战略……………………………………………………………17
结论……………………………………………………………………………18
参考文献………………………………………………………………………19

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