【作者】 张平；

【导师】 郭霖；

【作者基本信息】 厦门大学 ， 工商管理， 2006， 硕士

【摘要】 本文首先介绍了中国麦德龙的概况,对其“设计的竞争战略”以及在实践中的问题进行了剖析,总结了中国麦德龙的战略发展模式,阐释了重新设计竞争战略的必要性,并提出了战略转型需要解决的主要问题:零售市场的副产品地位、开发零售市场的态度以及具体开发战略。本文继而对零售市场进行了细分,确定了中产阶层和中下阶层这两大细分市场作为研究目标;对不同细分市场的消费行为特征、规模和增长潜力进行的分析,成为细分市场吸引力的主要依据,其中的消费行为特征分析为价值链分析提供了基础。本文借助波特的竞争战略群分析工具,对中国麦德龙所处的分销行业进行了竞争结构分析,揭示了行业发展趋势带来的机会与威胁,阐明了竞争压力的现实和潜在来源。基于上述分析,本文提出了中国麦德龙面临的三种战略方案,并依据细分市场的价值链关联程度对备选战略进行了评估。本论文的主要结论是:中国麦德龙在解决零售市场地位的问题时,可以在细分零售市场的基础上,从零售细分市场与专业市场之间的关联这一角度,分析不同零售细分市场的开发对范围经济的正反面影响,选择能够产生净竞争优势的零售细分市场作为市场开发的目标。研究结果显示,中产阶层细分市场与专业市场存在良好的关联,开发中产阶层市场既能利用范围经济,又能充实专业化的定位,对中国麦德龙确立在未来分销业中的独特竞争地位意义重大。更多还原

【Abstract】 As the leader of Cash@Carry around the world, Metro has been insisted on this format during the past 10 years in China. Facing the challenge of traditional wholesalers and hypermarkets, Metro China has never made expected profit till now. There has been great argument among the management upon the attitude towards retail market. Some stores accept retail customers, which increase the sales, meanwhile cause great troubles as well.This thesis first introduces the basic information of Metro China, analyzes the designed strategy and the realized strategy, which put forward the necessary of re-designing the strategy and three related problems: by-product position, attitude towards retail market and specific way of strategy adjustment. By means of segment analysis, retail market segments are divided, whose scope, latent capacity and consumer buying behavior are analyzed. Meanwhile, competition analysis explains the opportunities and threats the enterprise is facing. New strategies are raised based on the upper analysis, which are evaluated by value chain analysis between different segment markets.The conclusion is that Metro China should develop the middle class segment and give up the lower-middle class segment market, because the middle class segment matches the business market much better than the lower-middle class segment so that the existent value chain could serve both segments better.To fulfill the new strategy, the thesis provides a series of adjustment plan based on value chain activities.更多还原