基于SWOT视角的零售企业发展战略研究——以P集团为例  

Research on Development Strategies of Retail Enterprises Based on SWOT Perspective:Taking P Group as an Example

作　　者：张嘉慧 苏建兰 ZHANG Jiahui;SU Jianlan(School of Economics and Management,Southwest Forestry University,Kunming 650224,China)

机构地区：[1]西南林业大学经济管理学院,云南昆明650224

出　　处：《商业观察》2025年第8期99-103,共5页BUSINESS OBSERVATION

摘　　要：通过运用SWOT模型深度剖析P商贸集团在当前市场环境中的内部优势与劣势、外部机会与威胁,提出了推动P集团发展的扩张型战略、赋能型战略、抵御型战略、回避型战略,旨在为P商贸集团制定科学合理的发展战略提供理论依据和实践指导。经过分析,得出结论,P商贸集团公司应选择SO战略,充分发挥其品牌知名度和产品质量的优势,借助国家政策的支持,加大市场推广,积极探索多元化销售渠道,以扩大覆盖范围,提升市场竞争力。By using the SWOT model to deeply analyze the internal strengths and weaknesses,external opportunities and threats of P Trading Group in the current market environment,this paper proposes expansion strategies,empowerment strategies,resistance strategies,and avoidance strategies to promote the development of P Trading Group.The aim is to provide theoretical basis and practical guidance for P Trading Group to formulate a scientific and reasonable development strategy.After analysis,it is concluded that P Trading Group should choose SO strategy,fully leverage its brand awareness and product quality advantages,increase market promotion with the support of national policies,actively explore diversified sales channels,so as to expand coverage and enhance market competitiveness.

关 键 词：SWOT分析 发展战略 P集团 零售企业 

分 类 号：F270[经济管理—企业管理]