Research On Current Situation And Developing Strategy Of Jinan Local Comprehensive Retailers' IT/IS Application

December 11th, 2004, China opened her retail market to foreign investors totally without any limitation on area and quantity of stores, abiding her promise in entering WTO. Local retailers of Jinan began to compete with foreign retailers directly. Meanwhile, Technology is having and will continue to have a dramatic influence on retailing industry. One of the keys to success in retailing is developing the ability to monitor environmental changes, especially those pertaining to technology, and then adopting the technology that can improve the retailer's profitability. Under the trends of global retailing, chain retailing and multi-format retailing, foreign retailers begin to integrate their supply chain. They share information with vendors and set up a win-win corporation with all supply chain members.Based on a survey, the author of this thesis analyzes the IT/IS application of main local comprehensive retailers of Jinan. Then, the author gives some feasible proposals on how to enhance their IT/IS application: begin to manage supply chain; set up win-win corporation with their vendors; use data efficiently to enforce the ability of managing customer relationship. The author also gives some feasible suggestions on changing of organization structure and business process.The structure of the thesis: Chapter 1 Significance of Retailer's Application of IT/IS; Chapter 2 Successful Experience of Foreign Retail's Application of IT/IS; Chapter 3 Situation of Jinan Local Retailer's Application of IT/IS; Chapter 4 Study of Jinan Local Retailer's Application strategy of IT/IS.The author researches the Jinan Local retail market and main comprehensive retailers thoroughly, and the proposals are feasible and to the point.