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The Research on Commerce Chain Management in the Country

Author: MengXiangGuang
Tutor: LiuXinTong
School: Henan Normal
Course: Industrial Economics
Keywords: Chain management Location model Feasibility Development strategy
CLC: F721.7
Type: Master's thesis
Year: 2011
Downloads: 199
Quote: 0
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With the accession to the WTO , the retail market gradually opening to the world,world-famous chain enterprises have entered Chinese retail market and quickly occupied the high-point of market depending on its own fund and managing edge.After recent years’rapid development of China’s retail industries,the competition of the urban retail market is becoming increasingly fierce and the development of chain enterprises in the city is faced with more pressures .However ,as the market of the rural retail market is thin,the level of consumption is low ,retail business has been ignored for a long time.Recently,with the remarkably growing income of farmers,the rural’s consumption demand is booming.In rural retail market,the low-end retail industry is its main existing format,therefore,it can not take full advantages of scale merits,and can not meet the farmers’demand for commodities,either.China’s enterprises entering rural market can not only temporarily avoid the international retail chain enterprises’competitive pressures so as to grow and develop smoothly,but also can improve the quality of life of the majority farmers.Through further studying and applying economics ideas and methods,finding out the difficulties for chain enterprises to enter rural retail market and analyzing the feasibility for the chain entenprises to enter rural retail market,the paper put forward its own proposals according to the underlying difficulties when chain enterprises enter rural market.Since rural chain enterprises in the rural market are still blank,their most important problem for entering the rural market is location issue.Foreign retail chain enterprises have established a number of models concerning about location issue after their long years’development.But China’s actual conditions are different from those of other countries.This paper set up a rural retail chain enterprises location model based on foreign countries’location models and our country’s rural specific situation.Simultaneously,this paper got the weight of each index that affected the models of site selection by the application of AHP and also made a consistent test.This paper also analyzed the historical development of Japanese and American retail chain enterprises.In the background of the global promotion of the rural chain management,those two countries both found out their own developmental traits.Especially,after World War 1,with its domestic market booming ,Japanese chain management has been promoted under its government’s guidance.Our government can learn from the experience that is helpful to drive chain enterprises’development so as to promote the development of chain enterprises in the rural market .Eventually,this paper put forward some irrelevant proposals concerning the chain enterprises’development strategies in the rural,mainly about these four aspects:chain management strategies,personnel management srategies,promotion strategies and logistics strategies.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational > Supermarkets, chain stores,specialty stores
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