大学校园超市发展战略分析SWOT分析

Abstract Strategy is an important issue in enterprise management. Strategic decision-making can make the enterprise proactively shape the future. It enables enterprises to be creative and to lead the trend rather than taking a passive response to environmental change. Under the increasingly fierce competition, the enterprises could control their own destiny by it. As a market segment of retailing industry, education supermarket is a retailing supermarket providing various convenient consumer goods for teachers and students at school. In recent years, many private and inpidual shops emerge around many universities and with the popularity of shopping online, it is difficult for education supermarkets to achieve good economic benefits by original monopoly position and resources. On this condition, the development strategy becomes the key factor in survival and development of education supermarket.

With SWOT analysis in strategic management as the research basis, this research takes supermarket in

Jiangsu Normal University as an example to do SWOT analysis. By matching the internal factors (advantages and disadvantages) and external factors (opportunities and threats), four strategies of SO, WO, ST, and WT obtained can be applied to education supermarkets in Jiangsu Normal University and give advice to supermarket development.29610

Key words: Education Supermarket SWOT The

Development Strategy

摘 要战略是企业管理中的重要问题，战略决策可以使企业更主动地，而不是被动的塑造自己的未来。它使企业勇于创新、领导潮流。在日益激烈的竞争中，使企业掌握自己的命运。

校园超市，作为零售业的一个细分市场，主要是以面向学校师生提供各种便利的消费品为经营内容,近年来，很多私营商店涌入高校市场以及互联网购物的流行，教育超市已经很难利用其垄断地位来安逸获得利润，发展战略成为关系高校超市生存与发展的关键因素。

本文通过对超市相关理论的研究，选择战略管理中的SWOT分析法作为研究的基础，以江苏师范大学教育超市为例，对其进行SWOT分析，并将内部因素（优势和劣势）和外部因素（机会和威胁）进行匹配，得出SO、WO、ST、WT

四种战略，为江苏师范大学教育超市的战略选择提供依据，并对其发展提出建议。

毕业论文关键词：教育超市 SWOT 发展战略 Contents Abstract .i 摘 要 ii Contents iii

Chapter One Introduction.1 Chapter Two Literature Review3

2.1 The Overview of Development Strategy.3 2.2 Research Overview of Education Supermarkets.4 Chapter Three Theoretical Frame.6 3.1 Introduction to SWOT Analysis.6 3.2 The Matrix of SWOT Analysis.6

Chapter Four SWOT Analysis of education

Supermarket 6

4.1Analysis of education Supermarket with the SWOT method.9

4.1.1 Internal Strengths.9 4.1.2 Internal Weaknesses10 4.1.3 External Opportunities11 4.1.4 External Threats.12

4.2 Development strategiesof education

supermarket12

4.2.1 SO Strategy12 4.2.2 WO Strategy.13 4.2.3 WT Strategy14 4.2.4 ST Strategy16

4.3 Matrix of the above SWOT Analysis16 Chapter Five Conclusion 18 References 19

An Analysis of the Development Strategy of the Education Supermarket in University Chapter One Introduction

Compared with fierce competition between social enterprises, the education supermarket has specific and stable consumption group in many universities, where are only one or two supermarkets. The monopoly position of campus market not only achieves good economic benefits, but also provides great convenience for the students. In recent years, many inpidual shops emerge in many universities with the development of economy. In addition, the popularity of online shopping also brings large impact on campus markets because more

and more students tend to choose online shopping. Obviously, it is difficult for education supermarkets to realize good economic benefits by original monopoly position and resources. On this condition, the development strategy becomes the key factor in survival and development of education supermarkets. : With SWOT analysis in strategic management as research basis, this research takes supermarket in Jiangsu Normal University as an example to do SWOT analysis. By matching internal factors (advantages and disadvantages) and external factors (opportunities and threats), four strategies of SO, WO, ST, and WT are obtained to provide evidence for strategy selection of education supermarkets in Jiangsu Normal University and give advice to supermarket development.

Through the research of Jiangsu Education Supermarket strategies in JSNU, the thesis tries to find out the strengths, weaknesses, opportunities and threats. Then the thesis will match the four factors to achieve effective strategies of education supermarket development in JSNU. At the same time, results of this thesis can be used for reference by

other universities.

The thesis is pided into five chapters. Chapter one is the introduction which proposes objective and research significance according to the reality. Chapter two introduces research status of development strategy firstly, and then describes research status of education supermarket. Chapter three introduces the theory of SWOT and the matrix of SWOT Analysis . Chapter four analyzes the status of the education supermarket based on SWOT analysis, applies matrix of SWOT Analysis to select strategies for the education supermarkets in Jiangsu Normal University and gives some suggestions. Chapter five draws conclusions and makes forecast to conclude the whole thesis and point out the deficiencies of the research. Chapter Two Literature Review

2.1 An Overview of Development Strategy

Professor Andrews thinks that the strategic architecture can be pided into two parts: formulation and implementation. He also thinks that enterprise strategy is composed of four elements that are, market opportunity, company strength, inpidual values and

desire, and social responsibility.

The mainstream theory of enterprise strategy in 1980s was competition strategic theories proposed by Michael Porter who was an outstanding representative of strategic management theorist in 1980s. He mixed industrial organizational theory with enterprise competition strategy, organically united strategy formulation and strategy implementation, and stressed the formulation of strategic decisions by analyzing basic industrial environment.

In China research on development strategy began from 1980s, and has obtained some achievements in strategic management study at present. The major domestic achievements are as follow.