Research On Sichuan Xinhua Bookstore Chain Operation Model

Xinhua Bookstore is the window of our country's Spiritual Civilization Construction and also the main channel for publications. For a long time, Xinhua Bookstore is planed and monopolized in market because of its special position, it concentrate more on publication's social effect than economic effect. With the increasing of people's need on civilization, the competition on publication market is more and more fierce. Management of Xinhua Bookstore shouid pay more attention on how to improve economic effect and solidify the dominant role on publication market.Nowadays, there are reforms and innovations on National Xinhua Bookstore System of Organization. They are planning to introduce in a new marketing and organization method of chain operation that is commonly used in foreign counties. But why and how to carry on the innovation is a problem confronted by Xinhua Bookstore administrators. Same problem also happened to Sichuan Xinhua Bookstore Group, which located at Western China, on the processing of system reform and competition rebuild.Below thesis is based on ground investigation and practice on Sichuan publishing market and Sichuan Xinhua Bookstore Group and their sub-stores. It detailed analyzed the competition environment of Sichuan Xinhua Bookstore Group under current new situation, thus lead to a primary research and an outlined summary on its chain operation strategy. Referenced from success stories of other chain operated businesses and the business administration theoretical knowledge from Sichuan University, also I proposed some useful methods and suggestions forSichuan Xinhua Bookstore for their transform from traditional sales to modern chain operation.This paper is divided into five major sections as follows. Section I is mainly introduce the basic theory of Chain Operation, including the development, feature and function. Section II is based on the investigation on Sichuan publishing market and Sichuan Xinhua Bookstore Group, analyzes the publication market's inner side and outside competition environment for chain operation model through the PEST analysis and competition analysis. Section III starts from the inner side of Group's environment; brings forward the analysis of Sichuan Xinhua Bookstore chain operation model. Section IV is measures and steps in the aspect of chain operation's organization planning, including Sales and Marketing Administration, Organization Building, HR management. The final part is some key point in the implement of chain operation model.The strong point of this thesis is put chain operation experience in publication business, thus proposed some useful steps and suggestions on actualization the chain operation model on Sichuan Xinhua Bookstore Group.The weak point is: because I don't have enough time to fully understand the operation of each dept like merchandise stocking dept, logistic dept and financial dept, I cannot offer analysis on each aspects of chain operation model. This part can be complemented in future practical operation.