A Study On The Strategy Of The Development Of The Chain Operation Of Chain Retailing Industry

Since hina reform and opening policy was implemented in 1980, a lot of foreign commercial magnates started their business in China. Not only did they bring new mode of management and fresh operation patterns, but also led a severe competition to Chinese commercial market, nowadays with the coming entry into WTO, Chinese retailing industry is about to meet a new round of upgraded competition, It will bring some extremely new pressures and challenges to our retailing industry in a situation of oo many shops and sevene competition We must reconstruct Chinese retailing industry by the means of hain operation First, based on the review of the history and practice of hain operation the author deeply clarifies her view that hain operation is the outcome of high speed economy development brought by the ndustrial Revolution of modem times, It also the result of large scale modernization production. It undergoes three periods: foundation development and commercial time. It produces three patterns: regular chain operations voluntary chain operation and special permission chain operation. From the high plane of economics of scale economy division of labour theory and exchange expense theory, the author explains the interior rationality and advantages. Secondly, the thesis analyzes the present situation of the retailing industry in China. At present, China starts to switch to a market economy from planning economy, transform from closing economy towards opening-up economy, China has defferent kinds of system of ownership and various industry forms and combinations of uniom. Large Department stores developed quickly, hain operation omes into being, International retailing enterprises start to preempt China market. Facing the severe condition, by the analysis of the Holland paragon the thesis raises the hain operation strategy to reconstruct China retailing industry. Our country chain operation has a small scale low speed and elementary standardization . the management and the construction of the ration centre is backward, lack of the aquaintance with the market caused various manageme problems and restricted the development of chain operation enterprises. Meanwhile, the restriction of departments region and the system of ownership, the absence of professional, administrative personnel and the uncordination of the laws and oregulations are the external factors which hinder the development of our chain operation. In order to develop it, the first step is to strengthen the systematic restriction and positive support; the second is enlarge the scale, carry out the statistic of arge corporation. Large group form a completely new pattern of resource diplacement and market; the third is to improve the standardization degree of chain operation thus form a relatively reasonable industry combination and structure setup; the fourth is to improve the management level and strengthen the ability of gaining profit and competitive strength; the last is to establish a rear area support system for chain enterprises to strengthen the rear area support ability for their continuous development.