| Since China fulfilled her promise acceding to WTO on 11th December 2004, the protection limits on number and region has been abolished in Chinese retail market and a wave of foreign large retail groups has swept the whole Chinese market, thus bringing the Chinese chain supermarkets more and more furious competitions. Compared with the international retail giants, the domestic chain supermarkets find themselves in a manifestly disadvantageous position in general. The foreign retail enterprises has a conspicuous advantages in terms of funds, talents, operation, technology and management, while such problems as outdated ideas and technology, obsolete system, small scale, shortages of talents and low-level management prevail in the domestic chain supermarkets.This thesis gives an analysis to the market volume, demand characteristics, competitors of the small-towns market in China. Facing the tough competitions, the Chinese chain supermarkets shall accurately analyze their own features, learn the advanced experiences from the international retail giant---Wal-Mart, evade from the competitions in large and middle cities and actively explore the broad consumer market in small towns..This thesis is made up of five chapters. The first chapter---the preface lays the foundation for the whole thesis by putting forward to study background, study meaning and research methodology. The second chapter, serving as the theoretic supports, gives a brief comment to the overview of the development of the chain supermarkets in China and the related theories about strategic management. On the basis of analyzing the status quo of the retail market in China's small towns as well as the situation and problems of the chain supermarkets in small-town market, the third chapter, by applying SWOT strategic analysis, primarily sets up the framework of expansion strategy of the Chinese chain supermarkets in China's small towns and suggests some detailed implementations. The fourth chapter provides the evidences... |
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