A Study On Scale Expansion Of Large Chain Supermarket

After reform and opening, the economy of China has made a great progress, in the meantime, a group of strong Chinese enterprises rank ahead in the world. However, Chinese retail enterprises are still weak and have large gap with the advancing level of the world. Because, in the era of"sales are king", retail enterprises are playing more and more important role, especially, after the retail market of China being entirely opened to the world, foreign enterprises gradually raised the speed of expansion in the Chinese market, in the hence, Chinese retail enterprises have to develop and be stronger in order to survive in fiercer competition. At the present, a large chain supermarket represents the developing trend of retail industry in the world, becomes the major developing direction of international retail giant, in the addition, it is also one of the retail operation modes which have developed fastest in China recently, so it involves comparatively important theoretical and realistic value to study scale expansion of large chain supermarkets, especially, through studying scale expansion of the new retail mode, the writer can put forward some helpful suggestions for the long-term development of Chinese retail enterprises, this is also the origin goal of writing the thesis.After elaborating the background and purpose of the study, the writer summarizes the concept of large chain supermarket and the theory of scale expansion of chain enterprises, then, from two opposite angles including driving force and resisting force of scale expansion of large chain supermarkets, discusses the reason and difficulties of scale expansion of large chain supermarkets through using Porter five forces model and PEST model, in the next, the writer analyzes four methods of scale expansion of large chain supermarkets, and compares the strengths and weaknesses of the four methods. On the basis of the above study, the writer analyzes Wal-mart company as a case, and summarizes the experience and lessons of its scale expansion, and studies the scale expansion of Chinese large chain supermarkets, the writer firstly uses SWOT model to analyze the strengths, weaknesses, opportunities, threats of Chinese large chain supermarkets, then through combining the reality of Chinese large chain supermarkets and the conclusions of this thesis, puts forward some helpful suggestions for scale expansion of Chinese large chain supermarkets, which include: raising the market share of countryside, using steady and focusing expansion strategy, improving the system of fostering and stimulating excellent employees, paying more attention on detail management. Finally, the writer summarizes the thesis and comes up with the prospect of the study.