Study On Competitive Advantage Of Transnational Retail Enterprise In China

The study on competitive advantage in the industrial areas, whether it is theoretical exploration or practical demonstration, has entered a more mature stage, but the specialized research in competitive advantage of the retail enterprise has only just begun. In the face of foreign capital's rapid coming and developing in our country, the retail industry has become China's local retailers and transnational retail enterprises'most competitive one, China has become the large competition arena of the international retail enterprises, local retail enterprises are facing an increasingly competitive pressure. Against such a background, conducting an in-depth comparative study on the competitive advantages of Chinese and foreign retail enterprises, identifying the gap between foreign retail enterprises and domestic retail enterprises, making up for their lack, and shaping their own long-term competitiveness, is of great practical significance.This paper establishes the evaluation index of retail enterprise's competitive advantage on the basis of the connotation of retail enterprise's competitive advantage and the research at home and abroad. This paper conducts an empirical research of five large supermarkets in Suzhou through the questionnaire, and then takes three foreign supermarkets for a further analysis of the case. On the basis of the study, this paper proposes the countermeasures for China's retail enterprises to strive for competitive advantages.The study shows that transnational retail enterprises have their own unique competitive advantages in our country's retail industry by the combination of convenience, products, prices, environment and service, and bring our local retailers enormous pressure of competition. In order to establish their own competitive advantages, the local retailers should keep the majority factors at the average level of the industry, while focus on types of goods, commodity quality, promotional activities and commodity prices to achieve excellent, and implement the differences with competitors. To face of the competition, the local retailers can take the competitive strategy and the development measures as below: selecting a reasonable business model, improving the capacity of form innovative, improving operating efficiency through information technology operations, shaping the core competitive edge scale operation through differentiation strategy, upgrading the status of industry competition through the economies of scale, and etc.