On Competitive Strategy Of Retailing Industry In China

Retailing industry refers to the industry that sells products to the resident for consumption and to the social group for public consumption. With rapid development of market economy, as the last link of social manufacturing circulation, retailing industry becomes more and more important. Globalization and Internet become irreversible trend. Our China has successfully entered into WTO, companies of western countries go to China to invest, strategy management is the key to increasing their core competence to meet the impulse of foreign retailing companies. That makes research on strategy valuable. This thesis has given the definition of retailing industry, analyzed the development trend of retailing industry, done some research on the situation of retailing industry of foreign countries. Economics and management theory have been utilized to analyze and research the development of management theory of retailing industry. The thesis analyzed the development trend of retailing industry with method of case analysis and theory analysis and discussed environment with method of analysis of strategy management. The external and internal operational environment has been analyzed with the method of environment analysis theory. Based on the analysis of SWOT, the thesis analyzed the strength and weakness and opportunity and threat that retailing enterprise confronted. The thesis discussed the value management using value chain and value theory. The development strategies for retailing industry have been put forward after research. This is also initiative of the author.The structure of this thesis is as follows: the first part discusses the concept of retailing industry and related theories and analyzed the development trend of retailing industry from multi-level of retailing industry's history, state, evolvement rules, shortcomings and development trend. The second part analyzed the operation environment including macroeconomic environment analysis and industry competition environment analysis. The third part is the SWOT analysis of retailing industry including opportunity, threat, strength and weakness retailing industry confronted. The fourth part analyzed value system and value chain management of retailing industry including value system analysis and value chain analysis. The fifth part discuses development strategy of China retailing industry.