一、中国零售业的外部环境分析哈佛工商学院的迈克·波特教授曾指出,一个企业的赢利潜力决定于其所处行业赢利潜力;一个行业的赢利水平又取决于这个行业的竞争强度;一个行业的竞争强度是其行业竞争结构的表现。而影响企业赢利水平和行业竞争的结构性因素很多,根据波特的五力模 I. Analysis of the external environment of China’s retail industry Professor Mike Porter of Harvard Business School pointed out that the profitability potential of a company is determined by the profitability of its industry; the profitability of an industry depends on the strength of competition in the industry; The intensity of competition in the industry is a manifestation of its industry’s competitive structure. There are many structural factors that affect the profitability of enterprises and industry competition, according to Porter’s