基于TOWS分析的我国本土超市营销战略选择

摘要

作为现代流通的组织形式，超市自上世纪90年代引入中国后，获得了空前的发展。但是随着跨国超市的进入和迅速扩张，我国零售业的竞争也越来越激烈。我国本土超市如何在竞争中站稳脚跟，便成为亟待解决的问题。本文应用TOWS分析方法，根据形成的TOWS矩阵，归纳并探讨我国本土超市在实际竞争中的营销战略选择。%As a modem form of organization in circulation, supermarkets in China have been developing un- precedentedly since the 1990s. But with the entry of multinational supermarkets and rapid expansion, China's retail industry has become more competitive. What should our local supermarket do to firm foothold in the competition and become a pressing problem? This paper, TOWS analysis, based on the formation of the TOWS matrix, summarizes and discusses the marketing strategy choice of our local supermarket in the actual competition.