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摘要：在中国即将全面对外开放零售市场的情况下，如何进行品牌经营是企业发展必须要考虑的战略任务，是企业积极参与市场竞争的关键。连锁零售业行业中，竞争激烈，周口万果园作为河南本土的一家的生鲜农产品专项连锁零售业，在具有着自身优势与机遇的情况下，也面临着自身存在的劣势与挑战。分析来看，周口万果园当下的发展中还存在着未强化自身农产品连锁零售优势、生鲜农产品供应效能不足、未积极涉足线上-电商建设、缺乏客户关系管理等等方面的不足，周口万果园要取得良好的发展，就应当以充分发挥优势，打造独特价值、强化农产品供应能力、实施的发展建设线上电商业务、重视客户关系管理等措施来强化自身的运作能力，获得积极的发展。48778
毕业论文关键词：农产品供应；线上电商；客户关系
An Analysis on the competiton of Retailing Chain Development-take Zhou Kou Wan Guo Yuan Supermaket as an example
Abstract：In the chain retailing industry, the competition is intense, as henan zhoukou wan orchard local a special fresh agricultural products retail chain, in the case of have their own advantages and opportunities, also faces own existence of weaknesses and challenges. Analysis, wan orchard in zhoukou still exist in the development of the present without strengthening its insufficient agricultural products retail advantage, fresh agricultural products supply chain efficiency, not actively involved in online electricity construction, lack of customer relationship management, etc, the deficiency of the zhoukou orchard in order to get a good development, should be to give full play to the advantages, unique value, strengthening the agricultural product supply, implementation of the development and construction of the online business, attaches great importance to the customer relationship management, and other measures to strengthen its own operation ability, positive development.
Key Words：The supply of agricultural products, Online electricity; Customer relationship
目 录
摘 要 1
Abstract 1
一、连锁零售业相关概论 2
（一）连锁零售业概述 2
（二）连锁零售业SWOT理论 2
二、周口万果园发展现状 4
（一）周口万果园简介 4
（二）周口万果园SWOT分析 4
三、周口万果园发展中存在的问题分析 6
（一）整体业绩不足 6
（二）生鲜农产品种类不够丰富 7
（三）线上电商建设不足 8
（四）客户忠诚度不高 8
四、周口万果园发展中存在的问题的原因分析 8
（一）未强化自身农产品连锁零售优势 8
（二）生鲜农产品供应效能不足 9
（三）未积极涉足线上电商建设 9
（四）缺乏客户关系管理 10
五、就周口万果园发展提出对策建议 10
（一）充分发挥优势，打造独特价值 10
（二）强化农产品供应能力 11
（三）实施的发展建设线上电商业务