Research On The Development Strategy Of Chinese Mall's Chain Marketing

At present, some foreign enterprises of general merchandise have taken the strategy of international chain marketing and made a success, while some domestic counterparts, facing the domestic and foreign pressures, have been exploring the way of chain marketing, which is the inevitable trend of the Chinese enterprises of general merchandise. However, the chain marketing of Chinese counterparts faces new challenges. So this thesis focuses on the development strategy of chain marketing of the domestic counterparts.Based on the synopsis, this thesis analyze the circumstances confronted by Chinese mall's chain marketing in order to point out the advantages and disadvantages , opportunities and challenges of the enterprises. At the same time, this thesis interprets the essence of the mall's chain marketing, and puts forward the development strategy of it and five transitions of domestic mall's chain marketing on the basis of the reality, that is, the transition from extensive to intensive managing model; the transition of the managing ideology from the traditional general merchandise that is big and complete , pursuing the thin profit but immense sales volume to the modern general merchandise that is big and professional, or medium but professional or small but professional , and standing in the forward position of fashion; the transition or the operation from simple general merchandise to the combinations of general merchandise ; the transition of the managing method from the single sale-oriented mall to the open, standardizational, professional, informational chain market; the transition of service ideology from the service of commodities- selling to the service of knowledge, art, culture-selling. The aim of this thesis is to construct the fundamental framework of Chinese mall's chain marketing, namely, to put the enterprises in the opportune place, make out the appropriate development strategy and consummate marketing and managing model. After having studied the reality of the domestic mall's chain marketing, this thesis points out some concrete problems impeding the current development of the domestic mall's chain marketing, brings forth the feasible settlement accordingly, explores the supporting system of the development strategy of Chinese mall's chain marketing and provides a new perspective to the domestic mall's chain marketing.