社区零售商业经营策略研究

1本科毕业论文(设计)题目：社区零售商业发展思路和经营策略研究学院：工商管理学院专业：姓名：指导教师：2015年5月8日2社区零售商业发展思路和经营策略研究摘要社区零售商业，是一种贴近社区，以便民、利民，满足和促进居民综合消费为目标的属地型商业,其对居民的日常生活而言意义重大，它直接影响居民的生活质量。但近年来宏观上我国经济回落，消费下滑，零售业面临寒冬，社区零售商业也不例外。本文通过对国内外相关文献资料研究，掌握我国社区零售商业的发展现状和存在的各种问题，即我国社区零售商业发展空间大，有潜力但发展滞后、效率低下，仍处于混乱无序状态。针对以上问题，提出合理化且具体的经营策略指导其健康发展。社区零售商业要想在激烈和复杂的商业竞争中生存下来，必须解决以上问题同时跟上时代的发展，结合互联网思维，提供智慧服务，满足居民不同层次和多样化的需求，迎接大数据时代的到来。【关键词】社区零售商业零售业现状经营策略智慧服务3ABSTRACTCommunityretailbusiness,isakindofclosetothecommunity,inordertoconvenientandbeneficialtomeetresidentsandpromotethecomprehensiveconsumertypeasthetargetofbusiness,itisofgreatsignificanceforresidents'dailylife,itdirectlyaffectsthequalityoflifeofresidents.Butonmacroeconomyinourcountryinrecentyears,consumption,winter,retailbusinesscommunityretailbusinessisnoexception.Thisarticlethroughtothedomesticandforeignrelatedliteratureresearch,mastertheretailbusinessofourcountrycommunitydevelopmentpresentsituationandtheexistingproblems,namelyourcountrycommunityretailbusinessdevelopmentspaceislarge,butpotentialdevelopmentlag,theinefficient,stillinastateofchaos.Tosolveaboveproblems,putforwardtherationalizationandbusinessstrategytoguidethehealthydevelopment.Communityretailbusinessinordertosurviveinthecompetitionandcomplexbusiness,mustsolvetheseproblemsatthesametime,keepupwithTheTimesdevelopment,combiningthethinkingandprovideintelligenceservices,tomeettheneedsofresidentsofdifferentlevelsanddiversification,togreetthearrivaloftheeraofbigdata.Keywords：RetailstatuscommunityRetailbusinesscurrentconditionOperatingstrategyIntelligenceservice4目录第一章、绪论····················································································11.1研究目的和意义·······································································11.2文献综述·················································································21.2.1国内文献综述·······································································21.2.2国外文献综述·····································································31.3研究技术路线、研究方法···························································3第二章、相关理论基础········································································42.1社区零售商业的含义·································································42.2社区零售业的业态标准······························································4第三章、我国社区零售商业的发展现状··················································63.1我国零售业发展现状·································································63.1.1以百强连锁零售为例······························································63.1.2政府对社区零售商业相关政策支持···········································93.2零售业存在的问题···································································103.3社区零售商业目前存在的问题····················································11第四章、社区零售商业未来的发展趋势·················································144.1发展连锁经营，规范经营··························································144.2便民、利民程度不断提高·························································.144.3互联网思维在社区零售业的应用—以嘿客为例·······························154.4房企扎堆进驻社区零售商业·······················································16第五章、社区零售商业的经营策略·······················································175.1合理规划，规范布局，连锁经营················································.175.2构建商业的信息化平台，提供智慧服务·······································185.3营销新视角，利用微博和社交网络并结合体验营销························195.4提高服务质量，满足居民不同层次多样化需求······························19参考文献·························································································21第五章、致谢···················································································225第一章绪论1.1研究目的和意义我国城市化不断推进，商业格局随之改变，旧社区正在改造，同时更多的新社区投入建设。现代化的社区需要配备完善的商业服务体系来满足整个社区居民的日常所需的基本生活必需品和精神娱乐需求。社区零售商业作为零售业不可或缺的一部分，着重反映民生问题，城市内社区零售商业的发展水平能够证明其是否为宜居城市。社区零售商业潜藏着巨大的商机,如果能成功开发这个市场,就能在未来商业竞争中占据领先优势，即使社区零售商业单笔成交数额不高,利润也低,但是目前我国社区零售商业发展前景广阔,被称为”新蓝海”，是零售商业的新突破口。目前我国社区的配套建设和商业体系完全不能满足社区内居民的消费需求，急需各方重视起来并逐渐改善。因此，合理解决这个问题能为我国零售业的发展开拓更大的发展空间，提升城市居民的生活水平和幸福感，进一步加快社区的开发和城市化的进程。社区商业作用突出，比如促进消费、充分挖掘内需、美化和改善生活环境；同时还能提供更多就业机会，为政府税收做出贡献,从而提高社会整体购买力。因此,大力发展现代社区商业也是从另一个方面强化城市服务功能。同时，互联网时代的来临，电子商务发展迅猛，零售行业正面临着前所未有的冲击和挑战，传统社区零售商业如若能在这场零售业革命中生存下来，适应新型消费环境和商业生态，对于整个零售业而言，具有重大参考意义。根据统计数据显示，社区零售商业销售额已经占到社会零售总额的半壁江山。中国入世之后整个本土零售市场都面临着巨大竞争，其中也包括连锁零售在内的城市商业，未来经营竞争会越发激烈，所有零售商都必须开拓新市场，涉足社区商业就是目前比较明智的选择。1.2文献综述1.2.1国内文献综述我国在20世纪80年代开始从国外引入零售市场的概念，引入之后初步发展，处于封闭式的发展状态。但从我国加入WTO后，零售商业迅速发展起来，世界6最大零售商中超过半数以上进入中国市场。21世纪以来，许多学者都将目光聚焦于中国零售业，并取得一定的成就。田旭（2000）认为零售业要想打破效益下滑的局面，必须进行战略转变，优化资源配置，建立现代企业制度，开展连锁经营。吕巍（2002）则认为我们应该借鉴美国零售业经验，深度剖析“服务”二字含义，从多个角度满足消费者的消费心理，不能等着顾客上门，而是自行创造和挖掘新客户，维护老客户。郑厚健（2003）总结了我国社区零售商业三大优势，包括距离较近，价格低廉，服务多样。虽有三大优势，但目前我国社区零售商业发展水平偏低，布局不合理，服务质量低，企业档次和盈利水平以及卫生条件等都不尽人意，要想有所改变，必须从选址、业态、服务水平、管理方法到人才策略等各个方面进行重整。韩凝春（2014）独辟蹊径，提出八大原则指导社区升级：均衡发展、比例适度、集中集约、共生共享、休闲体验、贴心服务、整合发展和智慧服务。夏丹丹（2013）则从SWOT角度出发，认清优势、机会，找出劣势和威胁，首次提出社区零售商业应线上线下相互结合，完善网络零售，探讨更为创新和成熟的发展策略。朱颂梅（2012）提出社区商业发展有助于社会整合，拓宽经济发展空间，加快中国电子商务发展并推动中国和谐社会的建设和发展。黄振波，王先庆（2013）认为社区内各种“体验消费”有关的新型业态将会得到迅速发展，体验型消费会成为一种新的趋势，比如女性健康SPA、音乐、时尚等。发达国家零售商业发展到现在大概有三种模式：一是美国模式，即主题突出的社区“商业中心”，具体表现