| During 30-year Reform and Opening up, Chinese economy has grown dramatically, especially, after entering the 21st century, China has developed unprecedentedly. Since Chinese government abrogated the protectionism policy for all Chinese retailing enterprises, the restriction for foreign invested retailing enterprise has not been existed. METRO also joins the fierce competition. But its development in China is not as successful as what is in the international market.Firstly, this dissertation introduces the history of both worldwide METRO and China METRO. It analyzes METRO Jinjiang Cash & Carry Co., Ltd. business environment, demonstrating opportunities and threats brought by the industry development and meanwhile the source of the real and potential competitive pressure.Secondly, this dissertation studies the corporate business strategy, including the competitive strategy and the operational mode which shows the problem that what the company comes across when it puts forward its localization is that it is unable to take unique Chinese situation into account. On this basis, this dissertation submits six solutions and hopes to change the weakness by combining the corporate culture.Last but not least, this dissertation suggests a concept of FUTURE STORE, hoping the company could obtain the advantage by applying RFID system in the retailing industry. |
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