超市的发展趋势及对策研究——社区型超市的出路
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摘要
本文研究了社区型超市的生存环境以及竞争环境，通过参照国外零售业的发展趋势对国内社区型超市的发展提出了一些建议，并对社区型超市目前存在的问题提出了相关对策。
首先，研究了超市的发展阶段，从超市的初级形式自选商店到超市的基本形式食品超市，再到超市的高级形式大型综合超市。本文对中国当前零售业超市行业的业态从营业面积、商品结构、选址、商圈、服务功能等多方面作出了明确的定义。随后根据历年来的居民收入，社会消费品零售总额，居民消费结构分析了超市在我国发展的条件，最后研究了超市的发展对我国流通业的冲击。
其次，采用波特模型竞争分析对我国超市行业中的一种业态—社区型超市进行了全面的研究，第一对当前企业竞争进行了分析，其中对内资和外资超市企业进行了比较分析，第二对多业态市场占有率进行了统计；为了更进一步的说明问题，本文以沈阳为例进行了市场调查，通过样本计算出三种业态大卖场，便利店，社区型超市的顾客满意度指数，然后对三种业态进行比较找出社区型超市的存在的不足。
最后，对社区型超市今后的发展进行了预测，本文通过对中国社区型超市的研究得出以下结论：
(1)连锁社区型标准生鲜食品超市和加强型食品超市应是社区型超市今后的发展方向，随着城市建设，它会逐渐取代大中型城市中的农贸市场，成为市政菜篮子工程的依托。
(2)社区型超市除必须强化“新鲜”集客定位外，还应该同时进一步强化“综合性社区服务”集客定位。社区型超市引入“综合店”概念，通过配套速食供应、家庭账单代办、月票代办等便利措施，成为社区型购物与服务中心。
(3)发挥社区型超市的特点，通过差别市场定位避开大型综合超市和便利店的竞争。社区型超市今后应进行规模上的扩张，加强供应链建设，培养整合性人才。
This text has studied the living environment of China supermarket and competitive environment, Through putting forward some suggestions to the developing of the domestic community supermarket according to the development trend of the foreign retailing business, And has put forward the relevant countermeasure to the existing problem at present in the community supermarket.
First of all , the text has studied the supermarket at developing stage , from the elementary form -self-service store of the supermarket to the basic form- food supermarket of the supermarket, And then reach the advanced form- large-scale comprehensive supermarket (supercenter). The text have made the clear definition to the retailing format in the present retailing business of China in many aspects, such as structure of the goods, site selection, trading area, service function ,etc., Current situation that the confine of retailing format of our country is being obscured has come all the time to change. According to residents income over the years ,the total volume of retailing sales of the social consumer goods, resident's consumption structure. The text have analyzed the development condition of our country and studied the impact to the circulation industry of our country by virtue of development of the supermarket.
Secondly, the text has adopted Potter's model competition and analyses and has carried on overall research to a kind of supermarket of our country - the community supermarket, First analyses domestic- investment enterprise, supermarket of foreign capitals ,carry on comparative analysis among them, The occupation rate of market of retailing format has been counted ; For the further explanation question ,this text took Shenyang as an example and carried on the market survey and calculated out the customer satisfaction index through the sample, Then compared three kinds of supermarket and found out the deficiency of the existence of the community supermarket.
Finally, predict to the development in the future of community supermarket ,this text is through the following conclusions must happen in the study on Chinese community supermarket: (1)It should be the developing direction in the future of community supermarket that the standard chain of community fresh food supermarket and strengthened food supermarket, With the urban constructing ,it will replace the market of farm produce in the large- and-middle-scale city gradually, Become backing of municipal staple food supply project . (2) Community supermarket should strengthen guests collection "freshly" ,but also should strengthen "comprehensive community service" collect serving further at the same time. Community supermarket introduce "comprehensive shop" concept , through forming a complete set and eat supply ,family bill act on one's behalf ,monthly ticket act on one's behalf convenient measure rapidly, and become doing shopping and service center. ( 3)Give play to the characteristic of the community supermark
et, avoid the competitions from the large-scale comprehensive supermarket and convenience store through the market orientation of the difference. The community supermarket should carry on the expansion on the scale in the future, will strengthen and supply chain construction, Train combining talents.
首先，研究了超市的发展阶段，从超市的初级形式自选商店到超市的基本形式食品超市，再到超市的高级形式大型综合超市。本文对中国当前零售业超市行业的业态从营业面积、商品结构、选址、商圈、服务功能等多方面作出了明确的定义。随后根据历年来的居民收入，社会消费品零售总额，居民消费结构分析了超市在我国发展的条件，最后研究了超市的发展对我国流通业的冲击。
其次，采用波特模型竞争分析对我国超市行业中的一种业态—社区型超市进行了全面的研究，第一对当前企业竞争进行了分析，其中对内资和外资超市企业进行了比较分析，第二对多业态市场占有率进行了统计；为了更进一步的说明问题，本文以沈阳为例进行了市场调查，通过样本计算出三种业态大卖场，便利店，社区型超市的顾客满意度指数，然后对三种业态进行比较找出社区型超市的存在的不足。
最后，对社区型超市今后的发展进行了预测，本文通过对中国社区型超市的研究得出以下结论：
(1)连锁社区型标准生鲜食品超市和加强型食品超市应是社区型超市今后的发展方向，随着城市建设，它会逐渐取代大中型城市中的农贸市场，成为市政菜篮子工程的依托。
(2)社区型超市除必须强化“新鲜”集客定位外，还应该同时进一步强化“综合性社区服务”集客定位。社区型超市引入“综合店”概念，通过配套速食供应、家庭账单代办、月票代办等便利措施，成为社区型购物与服务中心。
(3)发挥社区型超市的特点，通过差别市场定位避开大型综合超市和便利店的竞争。社区型超市今后应进行规模上的扩张，加强供应链建设，培养整合性人才。
This text has studied the living environment of China supermarket and competitive environment, Through putting forward some suggestions to the developing of the domestic community supermarket according to the development trend of the foreign retailing business, And has put forward the relevant countermeasure to the existing problem at present in the community supermarket.
First of all , the text has studied the supermarket at developing stage , from the elementary form -self-service store of the supermarket to the basic form- food supermarket of the supermarket, And then reach the advanced form- large-scale comprehensive supermarket (supercenter). The text have made the clear definition to the retailing format in the present retailing business of China in many aspects, such as structure of the goods, site selection, trading area, service function ,etc., Current situation that the confine of retailing format of our country is being obscured has come all the time to change. According to residents income over the years ,the total volume of retailing sales of the social consumer goods, resident's consumption structure. The text have analyzed the development condition of our country and studied the impact to the circulation industry of our country by virtue of development of the supermarket.
Secondly, the text has adopted Potter's model competition and analyses and has carried on overall research to a kind of supermarket of our country - the community supermarket, First analyses domestic- investment enterprise, supermarket of foreign capitals ,carry on comparative analysis among them, The occupation rate of market of retailing format has been counted ; For the further explanation question ,this text took Shenyang as an example and carried on the market survey and calculated out the customer satisfaction index through the sample, Then compared three kinds of supermarket and found out the deficiency of the existence of the community supermarket.
Finally, predict to the development in the future of community supermarket ,this text is through the following conclusions must happen in the study on Chinese community supermarket: (1)It should be the developing direction in the future of community supermarket that the standard chain of community fresh food supermarket and strengthened food supermarket, With the urban constructing ,it will replace the market of farm produce in the large- and-middle-scale city gradually, Become backing of municipal staple food supply project . (2) Community supermarket should strengthen guests collection "freshly" ,but also should strengthen "comprehensive community service" collect serving further at the same time. Community supermarket introduce "comprehensive shop" concept , through forming a complete set and eat supply ,family bill act on one's behalf ,monthly ticket act on one's behalf convenient measure rapidly, and become doing shopping and service center. ( 3)Give play to the characteristic of the community supermark
et, avoid the competitions from the large-scale comprehensive supermarket and convenience store through the market orientation of the difference. The community supermarket should carry on the expansion on the scale in the future, will strengthen and supply chain construction, Train combining talents.
引文
[1] 庄华强．零售业态演化规律的理论探讨．商业经济与管理，2002，7(129)．
[2] 周文仓．对零售业车轮发展模式的分析与实证．外国经济与管理，1999，5．
[3] 赵小波．西方零售业发展理论及对我国的启示．商业企业管理，2001，8．
[4] 方虹．零售业态的生成机理与我国零售业态结构调整．商业经济与管理，2001，10(120)
[5] 李怀政，仲向平，鲍观明．加入WTO以后中国零售业态的合理变迁．商贸经济，2002，3．
[6] 刘星原．我国零售业态及经营模式异化与趋同的演变规律研究．商业企业管理，2001，10．
[7] 黄海．中国零售业的现状及发展趋势．商业经济与管理，2001，12．
[8] 赵萍．中国超市发展的九大趋势．中国商贸，2001，17．
[9] 顾国建．零售业发展热点思辩．北京：中国商业出版社，1997．102页．
[10] 顾国建．超级市场业态模式的分化与组合．上海商业，2000，10．
[11] 张国华．大开放促进大流通---加入WTO与我国商业的发展．上海商业，2000，11．
[12] 邹文旭．论零售王国---沃尔玛公司的竞争战略及其运用．商业研究，2000，2．
[13] 马洪．中国市场发展报告．北京：中国发展出版社，2001．150页．
[14] 国家统计局．2001中国统计年鉴．中国统计出版社．2001．354-390页
[15] 王超．零售学．北京：中国对外经济贸易出版社，1998．23页．
[16] 中国连锁经营协会．中国连锁经营年鉴．北京：中国商业出版社，2000，43页．
[17] 中国商业联合会．2000年中国零售业百强分析．中国商报．2001-04-11．
[18] 陈信康．国际零售商业的发展及对我国的启示．上海财经大学出版社，1999．
[19] 李文．21世纪中国超市连锁业发展趋势．中国商报，2001．3．29．
[20] 许兆林．外资进入对中国零售业的启示和推动，商业研究，1999，4．
[21] 孙元欣．零售业国际化的动因和战略选择，商业研究，1999，9．
[22] 苏恒．我国超市发展的理性思考．商贸经济，2002，5．
[23] 黄海．中国国内贸易领域的对外开放研究，管理世界，1998，6．
[24] 余兴发，陈信康．中国商业变革与创新．上海：上海财经大学出版社，1999．38页．
[25] 王爱华．加入世贸后中国零售业业态结构的调整与优化．当代亚太，2001，1
[26] 王蓁．农改超能走多远-中国商贸，2002，9．
[27] 赵伟，白长虹．对当前我国大型零售企业业态变革的思考．中国软科学，2000，2．
[28] 李东红．企业核心能力理论评述．经济学动态，1999，1．
[29] 黄国雄．我国中小超市发展战略．商业企业管理，2001，7．
[30] Iyer,E.S. Unplanned purchasing:Knowledge of shopping environment and time pressure.Journal of Retailing,1998,65(1),40-57
[31] Dawson, S,Bloch,P.H. and Ridgway,N.M. Shopping motives,emotional and retail outcomes. Journal of Retailing ,1997,66(4),408-427.
[32] Nicholls,J.A.and Kranendonk,C.J. An anglo mall and Hispanic patronage ,Business Association of Latin American Studies Proceedings, 1994,194-205
[33] Sudman,S. Improving the Quality of shopping center sampling. Journal of Marketing Research, 1990,17(2),423-431.
[34] David E.Bell, Walter Salmon. Introduction to Retailing:Text and Cases,South— Western College Publishing,1996
[35] Irena Vida.Ann Fairhurst.International expansion of retail firms: A theoretical approach for future investigation .Journal of Retailing and Consumer Services, 1998,5(3); 143-151
[36] Brenda Stemquist. International Retailing .Fairchild Publications,New York,1998
[37] Engel,J.F. Blackwell R.D. and Miniard,P.W. Consumer behavior. 8th ed. New York:The Dryden Press. 1995.
[38] Curren,M.T.and Harich,K.R. Consumers'mood states:The mitigating influence of personal relevance on product evaluations. Psychology and Marketing, 1994,11(2), 91-107.
[39] Boone,L.E.and Kurtz,D.L. Contemporary Marketing,Orlando:The Dryden Press. 1999.
[40] Tauber,E.M. Why do people shop? .Journal of Marketing .1972,36,46-59.
[41] Chandler,Jr.The Visible Hand:The Managerial Revolution in American Business. Belknap Press,Cambridge ,MA, 1997.
[42] Hammer and J.Champy.Reengineefing the Coporation.New York,Harper Business, 1993.
[43] Alchian and H.Demsetz.Production,Information Costs and Economic Organization.American Economic Review 62,777-795.1972.
[44] Rubin.Managing Business Transactions.New York ,Free Press,1990.
[45] Michael Pastore. The Web's Largest Retailers. Model Retailer,2000,5.
[46] Susan Reda.Retailers Measure What Works and What Doesn't with Multivariable Testing. Economic Review ,2000,51.
[47] Susan Reda .Supermarkets Flex On-line Muscle. Economic Review,2000,52.
[48] Alan J.Zell. Selling Twins-Retailing and Trade shows.Marketing ,2001,12.
[49] James Hollander. Online Sales Take a Bite Out of Traditional Retailing.E-Commerce,1999,5.24.
[2] 周文仓．对零售业车轮发展模式的分析与实证．外国经济与管理，1999，5．
[3] 赵小波．西方零售业发展理论及对我国的启示．商业企业管理，2001，8．
[4] 方虹．零售业态的生成机理与我国零售业态结构调整．商业经济与管理，2001，10(120)
[5] 李怀政，仲向平，鲍观明．加入WTO以后中国零售业态的合理变迁．商贸经济，2002，3．
[6] 刘星原．我国零售业态及经营模式异化与趋同的演变规律研究．商业企业管理，2001，10．
[7] 黄海．中国零售业的现状及发展趋势．商业经济与管理，2001，12．
[8] 赵萍．中国超市发展的九大趋势．中国商贸，2001，17．
[9] 顾国建．零售业发展热点思辩．北京：中国商业出版社，1997．102页．
[10] 顾国建．超级市场业态模式的分化与组合．上海商业，2000，10．
[11] 张国华．大开放促进大流通---加入WTO与我国商业的发展．上海商业，2000，11．
[12] 邹文旭．论零售王国---沃尔玛公司的竞争战略及其运用．商业研究，2000，2．
[13] 马洪．中国市场发展报告．北京：中国发展出版社，2001．150页．
[14] 国家统计局．2001中国统计年鉴．中国统计出版社．2001．354-390页
[15] 王超．零售学．北京：中国对外经济贸易出版社，1998．23页．
[16] 中国连锁经营协会．中国连锁经营年鉴．北京：中国商业出版社，2000，43页．
[17] 中国商业联合会．2000年中国零售业百强分析．中国商报．2001-04-11．
[18] 陈信康．国际零售商业的发展及对我国的启示．上海财经大学出版社，1999．
[19] 李文．21世纪中国超市连锁业发展趋势．中国商报，2001．3．29．
[20] 许兆林．外资进入对中国零售业的启示和推动，商业研究，1999，4．
[21] 孙元欣．零售业国际化的动因和战略选择，商业研究，1999，9．
[22] 苏恒．我国超市发展的理性思考．商贸经济，2002，5．
[23] 黄海．中国国内贸易领域的对外开放研究，管理世界，1998，6．
[24] 余兴发，陈信康．中国商业变革与创新．上海：上海财经大学出版社，1999．38页．
[25] 王爱华．加入世贸后中国零售业业态结构的调整与优化．当代亚太，2001，1
[26] 王蓁．农改超能走多远-中国商贸，2002，9．
[27] 赵伟，白长虹．对当前我国大型零售企业业态变革的思考．中国软科学，2000，2．
[28] 李东红．企业核心能力理论评述．经济学动态，1999，1．
[29] 黄国雄．我国中小超市发展战略．商业企业管理，2001，7．
[30] Iyer,E.S. Unplanned purchasing:Knowledge of shopping environment and time pressure.Journal of Retailing,1998,65(1),40-57
[31] Dawson, S,Bloch,P.H. and Ridgway,N.M. Shopping motives,emotional and retail outcomes. Journal of Retailing ,1997,66(4),408-427.
[32] Nicholls,J.A.and Kranendonk,C.J. An anglo mall and Hispanic patronage ,Business Association of Latin American Studies Proceedings, 1994,194-205
[33] Sudman,S. Improving the Quality of shopping center sampling. Journal of Marketing Research, 1990,17(2),423-431.
[34] David E.Bell, Walter Salmon. Introduction to Retailing:Text and Cases,South— Western College Publishing,1996
[35] Irena Vida.Ann Fairhurst.International expansion of retail firms: A theoretical approach for future investigation .Journal of Retailing and Consumer Services, 1998,5(3); 143-151
[36] Brenda Stemquist. International Retailing .Fairchild Publications,New York,1998
[37] Engel,J.F. Blackwell R.D. and Miniard,P.W. Consumer behavior. 8th ed. New York:The Dryden Press. 1995.
[38] Curren,M.T.and Harich,K.R. Consumers'mood states:The mitigating influence of personal relevance on product evaluations. Psychology and Marketing, 1994,11(2), 91-107.
[39] Boone,L.E.and Kurtz,D.L. Contemporary Marketing,Orlando:The Dryden Press. 1999.
[40] Tauber,E.M. Why do people shop? .Journal of Marketing .1972,36,46-59.
[41] Chandler,Jr.The Visible Hand:The Managerial Revolution in American Business. Belknap Press,Cambridge ,MA, 1997.
[42] Hammer and J.Champy.Reengineefing the Coporation.New York,Harper Business, 1993.
[43] Alchian and H.Demsetz.Production,Information Costs and Economic Organization.American Economic Review 62,777-795.1972.
[44] Rubin.Managing Business Transactions.New York ,Free Press,1990.
[45] Michael Pastore. The Web's Largest Retailers. Model Retailer,2000,5.
[46] Susan Reda.Retailers Measure What Works and What Doesn't with Multivariable Testing. Economic Review ,2000,51.
[47] Susan Reda .Supermarkets Flex On-line Muscle. Economic Review,2000,52.
[48] Alan J.Zell. Selling Twins-Retailing and Trade shows.Marketing ,2001,12.
[49] James Hollander. Online Sales Take a Bite Out of Traditional Retailing.E-Commerce,1999,5.24.