A Study On The Development Mode Of Domestic Chain Supermarket Enterprises

As the continuous improvement of the Chinese living standard, supermarkets have become more and more popular among consumers and have already formed into the mainstream in Chinese retail industry. Supermarkets have turned into a significant element boosting the economic development for their leading role for production, their promotion of residents' consumption, and their boosting of employment. After China's entry into WTO, supermarkets have been a hot issue in the retail trade. Domestic supermarkets, as the significant power in the economic development, obtain broad attention, play the strategic role and win significant effect that foreign supermarkets could never substitute in China's both economic and social development.Since the year 1997 when supermarkets first appeared in Wuhan city, they have already been the mainstream of Wuhan retailing. In the drastic competition with the foreign supermarkets, the domestic chain supermarket enterprises in Wuhan developed swiftly. However, till now, the domestic chain supermarket enterprises in Wuhan are learning from the development modes of successful domestic and foreign chain supermarkets, using them as references and even copying them simply. Thus the domestic chain supermarket enterprises in Wuhan are in small scale, and in defect of the creative characteristics. Most of the stores just gain marginal profit while some stores even have tiny deficits. Their profits and performance are not as good as successful domestic and foreign chain supermarkets. The common problems lie in that these supermarket chains' benefits are not usually in direct ratio to their scale, and their performance need improvement. In this paper, we find out that the inappropriate choice of development modes is the significant element responsible for the above problems.Expansion is the vital topic of development for chain supermarkets. The development mode of chain supermarket enterprise is both the synthesis pattern and action pattern of chain supermarket enterprise's expansion mode in the time dimension. The mode accelerates the chain...