摘 要:改革开放以来，我国宏观环境发展态势良好，同时国家注重商业领域的投入，这为我国零售业的发展提供了广阔的发展空间。而超市作为零售业态的主导形势之一，对零售业的发展具有深远影响。近年来，我国超市得到了突飞猛进的发展，但也应看到在其发展过程中暴露了许多问题。随着中国加入WTO后，一些世界零售巨商如如沃尔玛、家乐福、麦德龙等纷纷开始抢占中国市场。这对我国零售业尤其是超市的发展形成了巨大的竞争压力。

　　　本文首先对我国超市发展所处的经济形势进行分析，接着对超市的定义、发展、特征等进行了简单阐述，在此基础上并对国外大型优秀超市的发展进行了分析。其次，对我国超市的发展所处内部环境和外部环境进行SWOT分析，清楚认识我国超市发展所处的优势、劣势、机会、威胁。最后，在基于SWOT分析的基础上提出有利于提高我国超市综合竞争力的策略。

关键词：新经济形势  超市  综合竞争力

ABSTRACT:Since the reform and opening up, the development situation of China's macro environment is good, while countries focus on business investment, provides a broad space for development for the future development of retail industry in china. The supermarket as one of the leading position in retail trade, has a far-reaching influence on the development of the retail industry. In recent years, China's supermarket has make a spurt of progress of development, but should also be seen in the development process exposed many problems. With China's accession to the WTO, some of the world's retail giants such as WAL-MART, Carrefour, Metro, have started to seize the Chinese market. This is particularly the development of supermarket formed tremendous competitive pressure on China's retail industry.

　　　This paper first of China's development of the economic situation analysis, and then to the supermarket definition, development, characteristics were briefly introduced, analyzed on the basis of this and the large foreign excellent supermarket development. Secondly, the development of China's supermarket at the internal and external environment SWOT analysis, a clear understanding of the development of supermarket in China's strengths and weaknesses, opportunities, threats. Finally, based on the SWOT analysis is proposed to increase the competitiveness of China's supermarket strategy.

Keywords:The new economic situation; supermarket; Comprehensive competitiveness