A Study On The Development Strategy Of Chinese Retail Enterprise In Post-WTO Times

Since December 11th 2004, the Chinese Government has cancelled limits in these aspects in region,stockholder's rights and quantity and so on to the foreign retail enterprises investing commercial department . The retailing is fully opened to the foreign capital. This signed that the development of Chinese commercial retailing entered into the Post-WTO times. And the foreign retail enterprises may enter Chinese retail market without any obstacles and compete with the Chinese retail enterprises on the same stage.The retailing has such functions controlling the market, deciding the production, influencing finance in a country economy. Therefore, in Post-WTO times, it is especially important to urge the Chinese retailing growing strong. In the practice, that the Chinese retailing grows strong incorporates the Chinese retail enterprises do greatly strongly. In the Post-WTO time, whether the Chinese retail enterprises do greatly strongly, and competed with the foreign retail enterprises, it depends on its developmental strategy. Therefore,this article chose the development strategy of Chinese retail enterprise as the research topic.This article first analyzed the macroscopic environment and industry environment of the Chinese retail enterprise in the Post-WTO times, and discovered its development opportunity and threat. Second, it analyzed the development present situation of the Chinese retail enterprises, using the real diagnosis analysis and the comparison research method, in order to discover the disparity in the developmental strategy and the strong and weak existing of the Chinese retail enterprises compared with foreign retail enterprises. Finally, according to the opportunity, threat, strong and weak of the Chinese retail enterprises in the Post-WTO times, the article designed its development strategy.Therefore, this article first introduced the background and the significance of choosing this topic, the domestic and foreign research present situation as well as the concrete research technique and the content. Next, it analyzed the development environment of Chinese retail enterprise in the Post-WTO time, and the main contents included the Post-WTO time's characteristic, using the PEST method to analyze its macroscopic environment and utilizing Michael E. Porter's five strength model observe its industry environment, and so determined the development opportunity and the threat of Chinese retail enterprise which faces in the Post-WTO time. Furthermore,...