【作者】 周勇；

【导师】 胡蓓；

【作者基本信息】 华中科技大学 ， 工商管理， 2010， 硕士

【摘要】 改革开放以来,东莞市从一个农业县成长为名副其实的“世界工厂”,世界上轻工业厂家最集中的制造业基地。2008年以来,金融危机爆发和新《劳动法》实施给东莞市商贸企业带来很大的冲击,尤其是和民众生活息息相关的连锁超市企业。因此,研究在新的商业背景下,东莞市整体商业环境,探索适合HJH公司发展的战略模式具有重要的现实意义。本文以东莞市连锁超市HJH公司为研究对象,针对东莞中小连锁超市HJH公司的发展战略问题进行研究。首先,结合相关理论对国内外战略管理的研究现状及相关文献进行了研究。其次,在剖析东莞市连锁企业的整体状况的基础上,对东莞市连锁企业的宏观发展背景,连锁企业发展现状,以及在新的商业背景下东莞市连锁企业发展面临的困境进行了深入系统地分析。然后,运用SWOT分析法,对东莞市中小连锁超市HJH公司的发展中面临的机会、威胁,以及内部条件方面的优势、劣势进行研究。最后,提出HJH公司发展战略选择及实施对策。提炼出针对新的商业背景下,HJH公司的差异化发展战略、品牌战略、供应链管理战略、人才战略、服务战略五大组合战略模式。同时,提出引进现代化的管理系统,打造现代管理平台,完善公司人力资源管理机制,加速构建公司的供应链,关注服务品牌打造与品牌资产积累,加强物流配送管理,切实降低物流成本的战略实施路径及其管理对策。本文研究旨为我国中小连锁超市的发展提供借鉴,为指导HJH公司可持续发展提供决策依据。更多还原

【Abstract】 Since the Reform and opening-up policy was carried out in China 30 years ago , Dongguan has become a World Factory from a small agricultural county, now it is almost the hottest manufacturing base for light industry all around the world. Since 2008, the outbreak of financial crisis and the implementation of the New Labor Law brought great impact to commercial and trade companies in Dongguan, especially to those chain supermarkets, which also brought influence to the daily life of the public. Thus, the study of exploring new developing strategic pattern for the chain supermarket HJH under the new business background in Dongguan’s commercial environment, has practical significance.The thesis take the chain supermarket HJH as research object, focus on issues relating the company’s developing strategy. First of all, the thesis researches relevant documents and literatures and the current status of study on strategic management home and abroad, then, based on the analysis of the overall conditions of the chain enterprises in Dongguan, the thesis systematically analyzes the developing background of the chain supermarkets, their current developing status, and their dilemma under new commercial background. After that, the thesis utilizes SWOT method, make in-depth study on Opportunities, Threats, Strengths and Weaknesses of the sample chain supermarket HJH. Finally , the thesis concludes the developing strategy and the corresponding implementation measures for the strategy, Extract HJH’s developing strategy combination integrating Differential developing strategy, Brand developing strategy, Supply chain management developing strategy, Human resource developing strategy and Service developing strategy. At the same time, the thesis also concludes implementation path and management measures on how to introduce modern management system into HJH, how to establish HJH’s modern management platform, how to implement the company’s human resource management mechanism, how to accelerating HJH’s supply chain, how to enhance Brand building , and how to reduce logistic cost of the company.The research of this thesis try to direct the sustainable development of HJH, hopefully it also provides valuable reference to the development of small and medium supermarkets in China .更多还原