Study On Evaluation System Of Competitive Power In Chinese Retailing Firms Based On Customer Satisfaction

With the full liberalization of the retail industry, a large number of foreign retail enterprises have entered China, with the domestic retail enterprises engaged in a fierce competition to China's retail enterprises. To stay on top of the increasingly keen competition, Chinese retail enterprises need to make a correct evaluation on the level of their own competitiveness. Today leading by the buyers' market-oriented of purchase activities, customers use their pocketbook to vote to the competition power of the retail enterprises. Their decision directly influence the rise and fall of the enterprises. So the purpose of this paper is to explore the useful combination of the two aspects, just from the perspective of customer satisfaction to study the evaluation system about competitiveness of the retail enterprises.This paper first reviewed some correlation theories about the evaluation of the competitiveness of enterprises and customer satisfaction. It mainly analyzes the status-quo of the evaluation competitiveness of retail enterprises in China , and to defined the concept of retail enterprises and retail customers. Secondly, according to the analysis of the results of above-mentioned theory and research, the paper added to support the normal operation of the retail enterprises as well as to maintain the basic resources the competitiveness of the retail enterprises competency requirements of sustainable development, consequently, five basic elements are formed. Namely, basic resources, the capacity of product satisfaction, service satisfaction, social satisfaction and satisfaction with ability to continuing. Third, this article in accordance with the above-mentioned five basic elements of customer satisfaction based on the competitiveness of the retail enterprise evaluation index system, and also take the department store retail industry for an example, according to the expertise come to the sets of weights,and use the fuzzy comprehensive method to build a retail business model for competitive evaluation. Finally, this article selected for the case of DG company (Hebei province) for analysis, we work out the questionnaire for retail employee and customer respectively, in order to collect and analyze the data. With this method, the evaluation of obtained results is basically tally with the actual situation of this company. The rationality and validity is validated through this evaluation system. The main methods used in this paper are documentation method, Analytic Hierarchy method, Fuzzy Comprehensive Method, Case Analysis method and so on. Through the construction of the evaluation model, The work of this paper may offer some reference and gist for research on the assessment of retail enterprises competition. It is hoped to contribute little to the related research in the future and to provide a reference for the development and progress on the retail enterprises competition field.