摘要
自改革开放以来，我国超市、百货商场、便利店等零售业获得了飞速的发展。由于国家经济发展水平的不断增长和人均可支配收入的不断增长，人们对连锁超市的需求也是日渐增长，这些因素成为零售业发展的催化剂，极大的促进了我国零售企业的发展。通过国家政策的扶持和大张集团的自身努力，大张集团的连锁商超从洛阳市场脱颖而出，在河南西部地区大放异彩。与此同时，大批国际化零售企业和国内其他大型零售企业也进入了豫西市场，这就加剧了大张集团的竞争。
本文主要研究河南大张集团的发展路径，通过运用波特五力模型、PEST分析法和SWOT分析法，分析大张集团的发展环境，并从中得出大张集团具备极高的区域品牌影响力、完善的供应体系等优势和企业定位不精准、门店布局受限等劣势。通过对大张集团优、劣势的分析，对其给出了以物流配送体系为中心的扩张战略和新零售战略等战略实施建议，希望通过这些建议，促进大张集团的发展，使其突破地域限制，走向全国市场。
关键词：河南大张集团；连锁超市；发展路径
ABSTRACT
Since the reform and opening up, China's supermarkets, department store, convenience stores and other retail industries have achieved rapid development. As a result of the country's economic development level and the per capita growth of disposable income, people's demand for supermarket chains is also growing, these factors become the catalyst for the development of retail trade, greatly promoted the development of China's retail enterprises. With the support of the state policy and the efforts of Dazhang Group, Dazhang Group's chain store Chaochao stands out from the Luoyang market and shines brightly in the western region of Henan Province. At the same time, a large number of international retail enterprises and other large domestic retail enterprises have also entered the market in western Henan, which has intensified the competition of Dazhang Group.
This paper mainly studies the development path of Henan Dazhang Group, through the use of porter five forces model, PEST analysis and SWOT analysis, analysis of the Development Environment of Dazhang Group, it is concluded that Dazhang Group has the advantages of high regional brand influence, perfect supply system, imprecise positioning and limited store layout. By analyzing the advantages and disadvantages of Dazhang group, this paper puts forward some suggestions on the implementation of the expansion strategy centered on the logistics distribution system and the new retail strategy, and hopes that through these suggestions, the development of Dazhang group will be promoted, make its breakthrough region limits, move toward countrywide market.
Key Words: Henan Dazhang Group; Supermarket Chain; Development Path
目录
一、绪论1
（一）选题背景及意义1
（二）研究内容1
（三）河南大张集团简介1
二、大张集团的经营环境分析3
（一）大张集团PEST分析3
（二）大张集团“波特五力模型”分析3
（三）大张集团SWOT分析4
三、大张集团的现状和取得的成就6
（一）大张集团的发展现状6
（二）大张集团取得的成绩6
1．极高的区域品牌价值6
2．完备的供应体系6
3．稳扎稳打的零售服务经验6
四、大张集团发展困境分析8
（一）急于突破“超市”限制8
（二）区域壁垒8
（三）注重线下忽略线上8
（四）极速扩张导致企业文化缺失8
五、大张集团发展战略实施10
（一）针对自有品牌市场精准发展战略10
（二）以物流配送体系为中心的扩张战略10
（三）新零售战略10
（四）坚持企业文化不动摇战略10
结论12
参考文献
