商业经济与管理

在应对世界金融危机背景下,扩内需,保增长的主要任务是拓展城乡市场特别是农村市场。文章运用SWOT分析框架对连锁零售企业自身的强势、弱势,外在环境给其造成的机会、威胁等因素进行综合分析,提出企业开拓农村市场须采用总成本领先战略,依靠组织、管理、交易和技术能力的强势,抓住市场待开发、国家政策扶持等机会,克服本企业的相对弱势,避开城市强大竞争对手的威胁,以低价格标准化产品吸引农村消费者,获得较高的市场占有率。

The primary task for increasing domestic demand and maintaining economic growth is to develop market,especially the rural market.Utilizing the SWOT approach,this paper discusses the strength and weakness of chain retailers,as well as the opportunities and threats imposed by external conditions under rural environment.According to this analysis,chain retailers should adopt the overall cost leadership strategy,and make efforts to obtain a larger market share by employing their advantages and market-policy opportunities,overcoming their weaknesses,avoiding threats from powerful competitors,and attracting rural consumers with low-cost standardized commodities.