摘要:连锁超市是指经营同种类别商品具有相似售后服务的若干个超市结合为统一的一体，并具有统一的企业标识形象理念，专业的经营管理活动，规范的人事组织以及现代化的管理手段。农村连锁超市是基于农村这个特殊背景下的连锁超市，不同于国外连锁超市的城乡同步发展，它落后于我国城市连锁超市，作为农村零售业的主要方式，其发展对于我国的农村经济具有带动作用。

　　　众所周知，中国是一个农业大国，因此农村市场是十分有潜力的。国家也出台了一系列相关的政策法规来支持农村地区的发展，去年的十八大以及刚刚结束的两会， 都有着重强调关于农村发展的政策、要求，为农村零售业的发展提供了有力条件。农村连锁超市作为农村零售业的主要方式，相对于饱和的城市连锁超市还处于起步阶段。本课题旨在通过分析归纳农村连锁超市的现状和存在的问题，并根据我国农村消费品市场的自身特点，提出一些了解决措施，希望能够给农村连锁超市的快速、稳定发展提供些许参考借鉴。

关键词：农村连锁超市；连锁；发展现状；问题；对策

Abstract:Chain supermarkets means a number of supermarkets combined with into a unified whole which is operating the same class and have similar merchandise sales service, the image of a unified corporate identity concept, professional management activities, personnel and organization norms and modern management methods. Rural supermarket chains are based on the particular context of rural supermarket chains, unlike foreign supermarket chains simultaneous development of urban and rural areas, it lags behind China's urban supermarket chains, and as the main form of rural retailing, its development is our country's leading role in the rural economy .

　　　As we all know, China is a large agricultural country, so the rural market is very promising. Countries have also introduced a series of related policies and regulations to support the development of rural areas, last year's the eighteen Party’s as well as just-concluded two sessions, emphasized on rural development policies, requirements, providing the rural development a strong retail conditions. As the main form of rural retail in rural areas, Rural supermarket chains is still in the initial stage, as opposed to the saturated city chain supermarket.This topic aims to summarize the rural supermarket chains by analyzing the current situation and problems of the rural consumer goods market,and according to its own characteristics, proposes some measures,hoping to make some reference for the rapid and stable development of the rural supermarket chains.

Keywords:Rural supermarket chains; chain; development status; problems; countermeasures

　　本课题对农村连锁超市的现状与对策研究采用了：文献研究法，查阅年鉴与文献；描述研究法，描述存在的事实。

　　　本文主要参考已有的研究文献，利用SWOT分析法，分析了在我国开展农村连锁的优势、劣势、机会以及威胁，接着阐述农村连锁超市在我国的发展现状以及存在的问题，分析提出了农村连锁超市在成本、定位、管理等方面存在的对策，然后对农村连锁的未来前景进行了展望，指出本文的不足之处。