| After China's accession to the WTO, the foreign supermarket companies expanded from the progressive cities to the second-tier cities. As the completely open of the Chinese market, China's domestic retail enterprises are facing a very serious situation. There is a big gap between the local supermarket chains and the transnational retail enterprises in terms of enterprise scale and marketing idea. On the above background, the paper focuses the study of the operation strategy of the Better Life Interlocked Supermarket Co., Ltd and wants to help the local supermarket chains to choose the correct path to the market, exercise their competitiveness and do the faver to their sustainable development.As a regional retail chain store in Hunan, the Better Life Interlocked Supermarket is facing the competitive from the Carrefour, Wal-Mart, A. Best Supermarket chains. On the basic of the chain operation theory, the paper analyses the environment of the company including the macro environment and micro environment. On the basic of the detailed analysis of the data collection and market research, the paper analyses the formed the company's operation strategy, the current characteristics and the problem of its development. The paper finds the advantages, the inferior, the opportunity and the threats.The paper analyses the formed operation strategy and the upgrade strategy of the company. The formed operation strategy including the location of the county, the customers locked and the innovation of the operation make the company become a successful supermarket chains in Hunan Province. Now the compay has been expand to the city, listing and financing on the stock market. All of these proven the formed strategy is effective. The operation of the upgrade strategy of the company could make it transnational corporated in the world. The company will continue the regional expansion, capital operation, logictics upgrade, improve self-image, to the ultimate goal of the company. |
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