The Research Of DiXinTong Company Chain Operation Strategy

After ten years struggle, DIXINTONG Co., one of few national corporation chains retailing mobile phone in China, has enabled itself to set the space of other mobile phone retail industries.This year, the severe precariousness of the marketing in Chinese telecom communication, especially the mobile phone market, has reached its highest flight ever. What' s more, the old scopes and systems of the mobile phone marketing have been renovated and rewritten ceaselessly after recent years transform development. Consequently, under such a situation that all entities go all out in wining the marketing and a new system has not been established, there must appear several big retailing enterprises. Therefore, another entity, which is independent of CHINA MOBILE and CHINA UNICOM and manufacturers, In addition, it is entitled to take part in the constitution of trade management rules.As one of the mobile phone retail enterprises it is vital for DIXINTONG Co. to consider its future seriously. That is, how to expand the size of the company? How to consolidate and develop the boom of the company? How to realize the company' s qualitative change in mobile phone retail market?With about six months working experiences in mobile phone retail market and the enlightenment from amount of literatures concerning mobile phone manufacturing, chain operation, franchise operation and the history of retail industry, the author deploys his thesis on:1. The strategies of corporation management and the theories and practices of chain operation.2.The internal and external circumstances where the DIXINTONGCo. is in, the resources the company possesses, the advantages and disadvantages it has.3. The DIXINTONG Co. strategic objective and its strategies, which serves as the kernel of the thesis. This part elaborates the company' s fast expanding strategy (RC and FC). This part also emphasis on the importance to form a comparatively complete strategy system in accordance with the corpus strategy.4. the principles guiding the implement of the company' s strategies, the emphases and approaches the strategies should be, and guarantees for the organization of strategies as well. A clear treatise on the strategy device, adjustment, and its specific implementing measures are available in this part.5. a detailed comment on the strategies which the company employed and the controllability of the strategies.