摘要:零售业是一个关系国计民生的行业,与国民经济的繁荣与衰退息息相关。现阶段，建设社会主义新农村是党中央对新世纪新阶段“三农”工作做出的重大部署，随着我国经济的高速持续发展和农民收入的不断增长，农民消费水平呈现出稳定的增长态势，形成了一个巨大的消费市场。

　　　改革开放30多年，中国经济持续快速发展,近十年发展速度居世界首位，自2004年中国零售市场全面开放,中国零售业连续六年保持10%左右的年增长速度，成为全球零售市场一颗新星。零售业充满着机遇和挑战,是中国未来经济发展最为关键的环节之一。 多年来,我国零售业取得了很大的发展,我国的连锁超市发展更是快速。十二五以来国家对三农问题的持续关注给我国本土连锁超市的带来了新的发展契机,不断提高我国农村超市的经济效益,这对我国连锁超市来说,具有很大的现实意义。 

　　　本文拟从北京物美连锁超市在国内发展版图增长，经营的现状和水平，经营模式差异化的选择以及未来发展趋势等方面入手研究我国连锁超市农村化发展战略。在此基础上为我国连锁超市农村化发展战略提供对策建议。

关键词：连锁超市；农村化；物美超市；本土经营

Abstract:Retail is a relationship between the beneficial to the people's livelihood industry, prosperity is closely linked with the national economy and the recession. At this stage, the construction of a new socialist countryside is the major development of the Party Central Committee to "new stage of agriculture"in new century.The development of supermarket in rural area as an important part of the overall construction in new  countryside. Along with the rapidly rise of economy in a sustained way and the income of farmers, the  consumption level show a gradual growth in the countryside, which become a huge enterprise in retail. 

　　　With the reform and opening up of our society, more than 20 years of speed economy growth, Chinese retail industry is growing at an annual rate of 7%, becoming the greatest global retail market. The retail industry is full of opportunities and challenges,which is one of the most key link of Chinese economy. Over several years since “A Second Five-Year” national attention to the three rural issues to our local supermarket chain has brought new opportunity for development, and continuously improve in rural supermarket in Chinese economic benefits, which is the chain-like to supermarket, has great practical significance.

　　　This paper tries to discuss the development course, Wu mart chain operating status, model selection, management level and the development strategy of  supermarket chain in rural areas in china. On this basis, offer measure proposal would be given .

Keywords: Chain supermarket; rural; Wu mart；local business

　　　本文以物美超市为案例，对连锁超市在我国农村的发展情况进行详细的分析、研究，总结得出连锁超市在农村化过程中遇到的问题。并根据调研结果对企业农村化发展提出建议。通过连锁超市在农村的发展经营的研究，进一步完善连锁超市理论，开拓连锁超市农村化发展的思路。通过SWOT模型定性分析连锁超市进入农村存在的问题以及形成原因。同时，通过市场SCP分析法分析超市行业在我国发展面对的问题与挑战。在此基础上提出相应的对策建议，这些观点对当前形势下的连锁超市农村化发展具有参考意义。