Abstract Supermarkets gain increasingly popularity among people, which offers them great opportunities to develop rapidly. However, with the rapid development of IT industry, shopping online becomes prevailing among people. To follow the trend of the times, Xuzhou Lotus Supermarket has to carry out constructive measures to seek a path for survival.

The research aims at investigating effective developmental strategies to decrease cost, avoid vicious competition and increase enterprises’ economic benefits through enhancing the enterprises’ managing level and their operation efficiency so that the enterprises develop healthily and stably. Hence, this study has practical significance.43707

On the basis of SWOT analysis, this paper explores the developmental strategies of Xuzhou Lotus Supermarket, emphasizing its internal strengths and weaknesses and external opportunities and threats, presents how to build competitive advantages and then formulates the effective development measures, that is strength--opportunity （SO）strategy, weakness--opportunity (WO) strategy, strength--threat (ST) strategy and weaknesses--threat (WT）strategy, which help Xuzhou Lotus Supermarket make further development plans. 

The analysis has its limitations and shortcomings thanks to the small capacity of samples.

Key words: Development strategies     Xuzhou Lotus Supermarket     SWOT analysis      

摘要大型零售超市为消费者一站式购物带来了巨大便利，受到消费者的青睐，使得零售业市场的规模迅速增长,为商业零售企业带来了巨大的市场机遇。但是，在经济全球化愈演愈烈的今天，我国的大型零售超市面临着巨大的挑战。此外，随着信息技术的发展，网上购物平台成了时代的宠儿。为了跟上时代的步伐，徐州卜蜂莲花不得不采取行动求取发展。

本文研究目的和意义是通过探索有效的发展战略以提高企业管理水平和运营效率，从而降低成本，增加企业经济效益，避免恶性竞争，使得企业健康平稳发展，同时也为我国其他零售超市在新时期的发展做出一些建设性意见。因此本文具有一定是实践意义。

本文将使用SWOT分析法对徐州卜蜂莲花超市的营销策略进行探索，从其内部和外部因素两方面分别分析徐州卜蜂莲花超市的优势、劣势、机会和威胁，在此基础上得出徐州卜蜂莲花超市进一步发展的战略措施， 即优势机遇策略，劣势机遇策略，优势威胁策略和劣势威胁策略~吹冰!文:论;文'网www.chuibin.com。

由于种种限制，本文研究的样本容量较小，研究结果存在局限与不足。

毕业论文关键词：发展战略     徐州卜蜂莲花超市大型超市     SWOT分析法    

Contents

Abstract i

摘  要 ii

Chapter One  Introduction 1

1.1 Research Background 1

1.2 Research Objective and Significance 2

1.3 Research Questions 3

1.4 Research Method 3

1.5 Thesis Layout 3

1.6 Innovations 4

Chapter Two  Literature Review 5

2.1 Related Research Abroad 5

2.2 Related Research at Home 6

2.3 SWOT Theory 7

Chapter Three  SWOT Analysis 10

3.1 Pre-questionnaire Research