Study Of Retail Firm's Subsection-Store-Expansion Pattern In China

China has cancelled the restriction in such aspects as region stock right and quantity of the foreign investments in merchandising since December 11,2004, and allowed to set up the wholly foreign-owned retailer. This indicates the opening of Chinese retailing in an all-round way to the foreign capitals and that Chinese retailers have entered the overall international competition in the native country. Moreover, from a long-term view, Chinese retailers have a mission not only to participate in international competition in"a native land"that foreign businessman entered, But also"walk out"to compete in"a foreign land". Unfortunately, the situation of the retail business of our country at present is: small in firm scale, single in the retail format style, the organization intensity is very low and its organization system does not adapt to the international competition and so on. The problem how to develop the retailing and promote its international competitiveness became a focus issue that the government, business people and scholars concerned.Ever since 1990s, some enterprises in retailing represented by Wal-Mart and Carrefour had lay out its subsection store almost everywhere in the world including China. Development speed of their subsection-store-expansion is so surprising that it just look like "duplicate-Paste" of the computer file. According to present data, this kind of scale enlargement dose not conflict with its efficiency. Instead, it have promoted the competitiveness of the enterprises greatly. The"Wal-Mart phenomenon"proved that the retail firm can"duplicate"its store in great amount with solid fact. And it has put forward a question that can't be ignored as to the development of retailing: Why can the retail firm expand like the computer duplicate its file? What can our country's retailers learn from this kind of expansion mode? How should the retailers of our country effectively expand its store? The answer to these questions will be very important both in theory and reality.This article is arranged as follows: firstly, by way of distinguishing the special business attribute and management feature of retailing from the business attribute of the manufacturing enterprise, I pointed out that the"similarity"and"ordered production"attributes lead to replication and alternative intervention of a retail firm. By way of contrast retail firm's three kind of scale expansion: single store expansion, vertical integration and branch store expansion, I concluded that the branch store expansion is the effective way to expand a retail firm's scale. Then, this text analyzed the necessity and feasibility of the branch store expansion in our country. Next, proposition of several operational questions was put forward as to the subsection-store-expansion process: 1. Strengthen the...