近年来受经济下行压力、租金及原材料价格上涨等各种因素的影响，许多零售企业 营业收入逐年下降。在未来的五到十年，零售企业的竞争将会更加激烈。抛开社会大环 境的影响因素，营业收入的下降也反映企业自身也存在许多不足。随着国家“一带一路” 战略的实施，泛亚铁路的重要组成部分中老铁路、中缅铁路和中越铁路将会对铁路起点 的昆明市产生重大影响，届时，昆明市 A 灯具零售企业更应提前规划，找准自身的竞争 战略和发展方向显得尤为重要。新时代背景下，以研究具有代表性的昆明 A 灯具零售企 业，通过对其竞争环境的分析探讨适合企业发展的竞争战略，以达到在本欧亿·体育（中国）有限公司中实现均 衡发展和提高产品销售量的目的。 本文以昆明市 A 灯具零售企业为例，主要运用了文献分析法、调查访谈法、案例分 析法、层次分析法等方法。论文研究的主要内容包含以下六个部分，第一部分是绪论。 主要介绍论文的研究背景和意义、国内外研究综述、研究方法及创新点等。第二部分是 本文研究的企业竞争环境和竞争战略理论概述以及 PEST 模型、五种力量模型、SWOT 矩阵模型相关理论的概述。第三部分是企业的外部和内部环境的分析与评价。首先对企 业进行宏观层面和外部环境因素的分析，并进行外部因素评价；然后对企业的内部环境 进行分析，并对内部因素作出评价。第四部分是提出企业的发展战略的选择与构建,在第 三部分的基础上，对企业进行 SOWT 分析,并运用 QSPM 矩阵对结果进行选择，确定竞 争战略。第五部分提出昆明 A 灯具零售企业战略的实施与保障措施。第六部分是结论与 展望。 通过本文对昆明 A 灯具零售企业竞争战略的研究，对企业存在的机会与威胁、优势 与劣势进行 SOWT 分析,从而指出匹配组合分析(SO、WO、ST 和 WT 组合),确定企业 所处象限。并运用 QSPM 矩阵对结果进行选择，根据该公司实际情况,最终确定竞争战 略——差异化竞争战略。然后通过提出企业战略的实施与保障措施，即从产品差异化、 服务差异化、市场差异化三个方面对该企业进行战略实施，再通过加强组织和制度建设、 完善人事管理、加强企业品牌建设方面进行战略保障，为昆明 A 灯具零售企业提供参考， 同时，对昆明市其他零售企业的经营管理也有现实的指导意义。 关键词，灯具零售企业，竞争环境，竞争战略山东建筑大学硕士学位论文 V Research on Competitive Strategy of Kunming A Lamp Retail Enterprise Sun Qingshuang(Master of Business Administration ) Directed by Jia Guangyu ABSTRACT In recent years, influenced by various factors such as downward pressure of the economy, rent and rising prices of raw materials, many retail enterprises'business income has declined year by year. In the next five to ten years, the competition of retail enterprises will be more intense. Despite the influence factors of the social environment, the decline of business income also reflects many shortcomings of enterprises themselves. With the implementation of the national one belt and one way strategy, the China Lao Railway, the China Myanmar Railway and the China Vietnam Railway will have a major impact on the railway starting point in Kunming. The A retail enterprises in Kunming should plan ahead in advance, and it is particularly important to identify their own competitive strategies and development directions. Under the background of the new era, to study the representative Kunming A lighting retail enterprise, through the analysis of its competitive environment to explore the competitive strategy suitable for enterprise development, in order to achieve balanced development and improve product sales in the industry. This paper takes Kunming A Lighting Retail Enterprise as an example, mainly using the methods of literature analysis, investigation and interview, case analysis, and analytic hierarchy process. The main contents of this paper include the following six parts: The first part is the introduction. This paper mainly introduces the research background and significance, the research summary at home and abroad, research methods and innovations.山东建筑大学硕士学位论文 VI The second part is an overview of the theory of competitive environment and strategy, as well as the related theories of PEST model, five forces model and SWOT matrix model. The third part is the analysis and evaluation of the external and internal environment of enterprises. Firstly, the macro level and external environmental factors of the enterprise are analyzed, and the external factors are evaluated. Then, the internal environment of the enterprise is analyzed and the internal factors are evaluated. The fourth part is the selection and construction of enterprise development strategy. On the basis of the third part, the SOWT analysis of enterprise is carried out, and the results are selected by using QSPM matrix to determine the competitive strategy. The fifth part puts forward the implementation and safeguard measures of Kunming A lighting retail enterprise strategy. The sixth part is the conclusion and prospect. Through the study of competitive strategy of Kunming A lighting retail enterprises, this paper conducts SOWT analysis on the opportunities and threats, advantages and disadvantages of enterprises, and points out the matching combination analysis (SO, WO, ST and WT combination) to determine the quadrant of enterprises. The results are selected by using QSPM matrix. According to the actual situation of the company, the competitive strategy - differential competitive strategy is finally determined. Then, through putting forward the implementation and safeguard measures of enterprise strategy, that is, from three aspects of product differentiation, service differentiation and market differentiation, to carry out strategic implementation of the enterprise, and then through strengthening the organization and system construction, improving personnel management and strengthening the enterprise brand construction, to provide reference for Kunming A lighting retail enterprises, at the same time, to other retail enterprises in Kunming City. Business management also has practical guiding significance. Key words: Lighting retail enterprises, Competitive environment, Competitive strategy山东建筑大学硕士学位论文 VII 目 录 摘要.........................................................IV ABSTRACT ....................................................... V 第一章 绪论....................................................1 1.1 本文研究的背景和研究意义 ............................................ 1 1.2 国内外关于企业竞争的研究现状 ........................................ 2 1.2.1 国内外关于企业竞争环境的研究..................................... 2 1.2.2 国内外关于企业竞争战略的研究..................................... 3 1.2.3 国内外研究评价................................................... 4 1.3 论文的研究方法及主要内容 ............................................ 5 1.3.1 研究方法......................................................... 5 1.3.2 主要内容......................................................... 5 1.4 论文的创新点 ........................................................ 6 第二章 本研究所涉及的相关理论概述 ..............................7 2.1 本研究所涉及的相关理论概述 .......................................... 7 2.1.1 企业竞争环境概述................................................. 7 2.1.2 企业竞争战略理论概述............................................. 7 2.2 本研究所涉及的相关分析工具概述 ...................................... 7 2.2.1 PEST 模型........................................................ 7 2.2.2 五种力量模型 .................................................... 9 2.2.3 SWOT 矩阵模型.................................................... 9 第三章 企业所处竞争环境分析与评价 ............................. 11山东建筑大学硕士学位论文 VIII 3.1 企业宏观环境分析 ................................................... 11 3.1.1 政治环境........................................................ 11 3.1.2 经济环境........................................................ 11 3.1.3 社会环境........................................................ 12 3.1.4 技术环境........................................................ 13 3.2 企业外部环境因素分析与评价 ......................................... 14 3.2.1 进入者威胁...................................................... 14 3.2.2 替代品威胁...................................................... 14 3.2.3 供应商的议价能力................................................ 15 3.2.4