The Operating Environment Evaluation Of The "Welcome" Supermarket Business Item

As a new corporation form in China in the late 90s', the large supermarket is popular with the customers for its large business field, rich commodity and location of the convenient combination of city and suburb or the neighborhood of residential area. Also, it has been becoming the main form of our retail trade. According to the well developing future of it, many multinational multiple supermarkets come into this area one after other. During the rush of supermarket developing, there are either large successes or failures of investing and decision. By analyzing these reasons to failure, we may find that the analysis of operational condition fails to function in demonstrating the item exploitation, besides the lack of management. For that, this paper tables a proposal that the business investment has to make environmental evaluation, and bases on the basic principle of modern item evaluation and demonstration, follows the common process of item evaluation and demonstration, combines the material situation of"Welcome",adopts scientific method, evaluates and demonstrates the operating environment fully, to confirm the feasibility of item exploitation.The former two parts of this paper are based on the common theory of operating environment evaluation, expatiate the function, characteristic and main content of operating environment evaluation by introducing the research background, the practical meaning, the aim, content, the method and the survey of the item. This paper concludes the main content of the evaluation of operating environment, combining with the physical truth of supermarket item and basing on the advanced thought and method of home and abroad. From the third part to the sixth part ,this paper makes a deep research of the material case---"Welcome"supermarket, tries to reach to the fantastic combination of practice and theory. The paper gets the conclusion that this item is not only necessary but also feasible on the viewpoint of operating environment, according to the analysis and demonstration of several aspects-----the analysis and prediction of market, site selection and business cycle, market strategy and execution condition.