The Evaluation Of Transnational Operation Ability In Chinese Chain Retail Enterprise

Since the reform and opening in China the retail trade is one of the earliest open trade, after years of development and foreign enterprise competition, our retail baptism has made considerable progress, especially retail chain, the quality of life in aspects of consumers played an important role.This paper mainly mesh is a retail chain multinational management ability, the evaluation model for multinational management provide theoretical guidance for its business decisions, provides an objective basis for enterprises to avoid missing multinational business opportunities, but due to the blind expansion bring business losses, is of great practical significance. In this paper, the characteristics of the subject, the SWOT analytic hierarchy process, the structure of entropy and fuzzy evaluation method, combining qualitative and quantitative analysis of research methods.Firstly, both in the international business current research paper synoptically. At the same time, in the United States, France, Japan, summarize the chain-like retail industry on the basis of analyzing and summarizing the foreign retail chain enterprise multinational business experience, and derive inspiration.Secondly, this paper analyzes the domestic chain-like retail enterprise multinational business condition, management and technology from the enterprise, the enterprise internal management, marketing management, the purpose is to start successive analysis about domestic chain-like retail enterprise multinational business opportunities and threats.Again, through the above analysis, affect our retail chain multinational management ability inside and outside environment factor, reveals the chain-like retail enterprise multinational management superiority and the existing problems, and to construct the model for the theory. Finally, according to the theoretical analysis, a retail chain multinational management capability evaluation model, the empirical analysis, the objectivity and practical model, and on the basis of the model, the empirical evaluation value of this paper puts forward some development countermeasures.