Research On The Core Competence Of The Chinese Retailing Enterprises

According to the promise when China joined in the World Trade Organization on December 10, 2004, our country has cancelled the limit on the region and the quantity when the foreign retail sales enterprise enters, and has agree that the foreign retail enterprises can hold the controlling percentage of the stocks. The Chinese retailing trade is comprehensively opened to the foreign capital. The foreign retail enterprises' expansion speeds up. Moreover the foreign capital enterprise also sped up the capital operation and its localization. The retail enterprises in china are developed rapidly. But overalls, the retail enterprises in china were still insufficiently developed compares with the international huge commercial groups. No matter in the scale, the management idea, the development mechanism, the marketing level, the financing channel the Chinese retail enterprises lag far behind the foreign retail enterprises. China's retail sales enterprise must take the corresponding measure to meet this kind of challenge, seeks the bigger development space for them.This article has conducted the research through the case analysis method regarding the enhancement retail enterprises core competence. This article first analyze the macroscopic environment which the Chinese retail enterprises faced using the baud five strength analyses model in our country, then proposed the integrant parts which can compost the core compentence in retail enterprises by using the value chain analytic method. Then we proposed some key points when the retail enterprises in china cultivated and enhance their core competence on the base of above analysis.This article attempted to discuss the method of cultivating and enhancing the Chinese retailenterprises' core competence according to such kind of mentality. (1) From the angle of thepartial to the whole: Firstly we discussed the enhancement of the interior important resources'ability in Chinese retail enterprises specifically. Then we discussed the enterprises' culture whichhas the instruction function to nearly all the enterprise behaviors; (2) From the interior of theenterprise to the outside of the enterprise: Firstly we discussed the conformity of the enterpriseinterior resources. Then we discussed how to build the stable and harmonious developmentenvironment through balancing the correlation relations about the enterprise; (3) To think theproblem in the long term, the core competence can't be established in the one day. Once weestablish it, it doesn't mean it will always be your core competence. We only can obtain thedurative competitive advantage through the unceasing study.We thought the retail enterprises can cultivate and enhance their core competence by the following four ways: Firstly, the conformity the interior resources in retail enterprises. Secondly, strengthen culture construction in the enterprise comprehensively. Thirdly, set up idea of the social marketing. Fourthly, set up the study organization. We hope we can provide the suggestion for the Chinese retail enterprise to cultivate and enhance there core competence.