The Investigation And Analysis Of The Retailer's Store Self-Evaluation Of The RF Underground Market

Since RF underground market has been completed, people lease or sell small shops in assemble in the means of unilateral management. As the market format diversity, the simply management can't meet the changes in the environment, and communications with small store retailers becomes increasingly important. Understanding the small store retailers' self-evaluation help them achieve effective recognition of the store. Then the store becomes popular with consumers. On this basis, managers of the retail agglomeration increase the RF underground market of small stores operating efficiency, and then enhance RF market's business performance.Through literature review and summary, drawing lessons from consumers, retailers and commercial, gathering research literature and academic research, using of store image dimensions theory research, based on the actual market, we design a survey questionnaire about the retailer's store self-evaluation. By using a combination of methods by research and comparative analysis, we find small stores in the retail agglomeration operators'shown concentration trends. Through analysis of survey data, summed up the current store operations'problems in personnel services, store fitting and deficiencies of the emphasis on business. The main reason was the retailers lack of operating experience in management, store staff lack of experience, the managers of the store fitting no unified planning and guidance. To solve these problems, the retail agglomeration managers need a small store operators and service personnel on a regular or irregular uniform training and guidance planning the decoration in the store. On the one hand for the agglomeration renovation planning and design in the whole ,on the other hand also requires operators of small stores has the decoration consistent with its own characteristics , the specific implementation can set up a special department for the unified arrangement by the full-time staff and deployment.Through the above aspects of the improvement and management, managers can make consumers easily perceive to be in favor of the store's image. Through the improvement of individual small stores to gather all the stores to improve, managers create favorable business characteristics which is benefit to the retailers to operate stores in the retail agglomeration, and produce the retail agglomeration image which consumers can perceive and be favorite, and reach the goal to improve the operational efficiency of the RF underground market.