| The,chain operation is a hot research spot in the area of economic and management science at present,which can promote the development of chain operation in our country , SO it has the great theory and practice significance.This article mainly conducts the research from the marketing angle,discussing the marketing superiority of chain operation and the practicing situation in our country.First,the article briefly introduced the implication and three kinds of basic modes of the chain operation.When exploring the advantages of the chain operating,the author made his view that the low-cost advantage Can not explain the enormousvitality and enormous vitality of chain comes from the numerous advantages on the marketing;Introducing the chain of three basic forms,the article mainly discussed their basic features.Then,the article thoroughly analyzes the chain operation'S marketing superiority,and points that the chain operation,comparing to the non-chain operation,has:the product superiority,the brand superiority,the price superiority, the promotion superiority,the place superiority,which is the key of the successful development of chain operation.As the related content of the marketing superiority,the article also analyzes the chain operation'S inferiority and the restriction factoron its marketing level.Once more,the article analyzes chain operation'S marketing situation in our country in a chapter,and points insufficiency:wasting of product advantages,insufficiency of brand management,ineffective using of price weapons,the channel construction'S imperfect,insufficient training.Finally,in the end of article,the author gives some measures to improve above all the insufficient,including:improving product strategies,strengthening brand strategic management,practicing low—cost strategies,imperfecting the channels,raising the level of promoting and forcing the of training of marketing team. |
