The Study Of The Range(Border) Of Retailing-scale Firms

In the past 20 years, China's logistics industry, the retailing area in particular, achieved an extraordinary development, forming the chain operation model with coexistence of multiple Business layouts. Circulation enterprises worldwide ranking in the world's top 50 has diminished since 2004, excluding the two large-scale retailing circulation enterprises called Wal-Mart and Carrefour, which have never dropped out of ranking. Moreover, the Wal-Mart is firmly ranked three in the world. Are there regularities of the differences in the performance of the retailing circulation firms existed to be studied? Are there also differences between the scale (boundary) constraints of the logistics enterprises and the traditional theory of the firm? This paper attempts to analyze and discuss about the two questions.Full-text content is divided into five chapters. The first one is about the introduction, covering not only the thesis research background, purposes and significance, but also the ideas and methods of research paper. In the meanwhile, various documentations about the scale of circulation enterprises at home and abroad have been reviewed detailedly, through the overview of the documents. In the second chapter, I clear few basic concepts about the nature and scale of the firm firstly, then analyze the production and nature of circulation enterprises, and establish the scale constraints models of the circulation firms. The third chapter in view of the Retail business characteristic, from the owner, the operator and so on many angles has analyzed the agent which the Retail business scale expands; Expanded, the crosswise integrated expansion through the comparison Retail business's longitudinal integration as well as the multiple-angle expands, has induced the effective way which the Retail business scale expanded; Advanced the Retail business scale expansion cycle theory. The forth chapter takes the firm Sunning Appliance as example. It detailedly analyzes the scale expansion way and scale restraint and scale effect, on the base of the generalization of its development. The last one is the final part; it summarizes the conclusion of the paper, and gives the proposals of the relative follow-up research.Based on the analysis in the instance of Sunning Appliance, the major conclusions are reached by verifying theoretical assumptions and analysis: The scale (boundary) constraints of the circulation firms depends on total transaction cost deflation degree of the circulation organizations to society while its economies of scale with is decided by the degree of the realization of exchange value; The chain-like management and on-line store are the effective ways which the Retail business current scale expands; The Retailing business scale expansion exists periodicity, dividing into the survival period, the first expansion time, the bottleneck time and the second expansion time.