| In recent years,with the rapid development of commercial retailing based on network information technology platform,using big data technology,artificial intelligence technology can deeply analyze consumer behavior,accurately lock in the target market,upgrade and optimize the product production process,circulation process and modern logistics model again,the new retail industry develops rapidly,and the traditional commercial retailing industry is strongly challenged.The living space is further compressed.In February 2019,SUNING formally acquired 37 department stores owned by Wanda Department Store Co.,Ltd.,and constructed the new department store retail format online and offline,marking the zero entity.Sales enterprises continue to improve the level of information,offline logistics and online marketing integration,online experience and offline service integration,the expansion of functional,networked cross-border integration of the full channel layout has been basically established.Commercial retail has broken through the restrictions of space and time,opened to the outside world in an all-round way,and opened stores or formats more open and flexible.These have promoted the development of commercial retail and also made competition more popular.Among them,the control role of state-owned large-scale commercial retail in the market has gradually weakened,and the retail industry has entered an era of small profits.In the critical period of sustained economic downturn,shopping centers and shopping malls continue to expand.Retail terminals are embedded in the sales linkCB Company was founded in 1950.It is the earliest state-owned large-scale commercial retail listed enterprise in Southwest China.At present,it has 55 comprehensive stores,covering 36 districts and counties in Chongqing,Sichuan,Guizhou and Hubei.In recent years,CB company's foreign expansion has been weak.The market cultivation period and investment payback period of new outlets have been prolonged year by year.The problems such as low profitability and increased investment risk have also been highlighted rapidly.How to control the risk of opening new outlets in CB company's foreign expansion deserves deep consideration and research.New outlets are necessary ways for CB company to find new economic growth points,integrate market resources,dredge marketing channels and dilute competition costs.As an important decision-making of the company,the success or failure of investing in new outlets has even been related to the success or failure of the company as a whole.A store that fails to invest will continue to incur huge losses and devour the profits of many mature profitable stores.The reason is that CB company still maintains the inherent store-opening thinking of simple replication to a certain extent.It is unclear to sort out the risk nodes in the new opening process,inaccurate to identify the key risk nodes,and incomplete risk control measures.Under the background that CB company is shrinking its loss outlets and the general manager of newly opened outlets must take on the post with assessment indicators,it is self-evident that how to reorganize the risk nodes in the process of CB company's new opening outlets,and at the same time,it is important and necessary to take effective risk control measures.Through this study,we intend to solve the problems in the actual operation of risk control of CB company's opening new outlets.At the same time,it has a more general guiding significance for commercial retail enterprises in CQ area to expand abroad on the premise of effective risk control. |
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