The Discussion On The Development Mode Of Retail Chain Operation In China

With the development of times, the modern consumption tends to the individualization, level, efficiency and leisure. Corresponding to this complex and diversified characteristic, the retail business of our country has entered into violent structure transformation period, and aggravated the competition of the retailing. So the scale and intensivism operation become an important means to gain efficiency and competitive advantage.Chain operation is regarded as a kind of competitive modern operation, and becomes the main route to realize the modernization and intensivism of retailing in China. Not only enterprises are fond of adopting the chain operation to survive and develop,but also the government regards it as a content of a directional reform about circulation system to promote.This makes the chain operation develop rapidly in our country, on the other hand chain and league become a fashionable commercial form. But many questions appear such as"connecting" without"locking", expanding blindly, low efficiency and surviving hardly. These questions, which are brought by the difference about the cognition of the character and developmental rule of chain operation, will influence the retailing survival and development of retailing in the open and competitive market .Firstly, this article expounds the rationality and the advantage of chain operation from economic angle, and the successful experience in the developed country. So it is certain to develop chain operation of retailing in China. Then it expatiates that it is impossible for our country to develop the chain operation according to the foreign development mode completely, because of the difference between our country and other countries in economic, political, technological and resource environment. We should seek a developmental mode suiting Chinese situation on the basis of other countries'experience. This article points out that the pattern is suit for China,which is the government guidance and corporation self-development combine. The character of this mode both emphasize the indispensable function of the government and advocate to respect the right of self-development for corporation.How to realize this mode? Firstly, strengthen the government's institutional restraint to form a new resource distribution form, market structure and industrial policy. That is to create a good external environment for the development of retail chain operation. Secondly, standardize chain operation in order to form a reasonable industrial structure, scale structure and the layout of stores. Thirdly,improve the development and management level of chain operation so that the enterprises utilize the chain advantage to expand effectively and strengthen the core competitive power of enterprises; Fourthly, create a retail form that is suit to develop chain operation in the countryside. Finally the text analyses and appraises the adaptability and performance of the developmental mode by means of the principle of industrial histology. At last draw the conclusion that in current economic system and environment, the road of retail chain operation which the government and the enterprise boost together is the best choice. Only if the government construct a good environment and the enterprise boost it by the dedemand to develop in marketization, can the retailing of our country make full of the chain advantage and promote the reform of the circulation industry deepening and the circulation modernization.