Domestic Retail Enterprise Core Competitiveness Study

The retail is the most important part in the business industry is the key bridge between manufacturers and customers. China has become the member of WTO, and its economy has been a part of world economy, Chinese retail enterprises are facing fierce competition now . They have to make decision how to develop or be eliminated.This article summarizes core competence theories, thinking the enterprises core competence is composed of technical ability, management ability, innovation ability, forecast and reaction ability and integration ability. The enterprise should identify its core competence after the enterprise analyzes its resource and abilities. Then the author analyzes Chinese retail enterprise's macro-environments at four aspects of economy: police, social culture and technical development. The article adopt value chain method to analyze the business mode of Chinese retail enterprise such as department store, supermarket, specialty store and convenience store, demonstrates Chinese retail operation environment and development trend, and conclude the enterpriser must have strategic decision-making. When Chinese retail enterprises are building core competence, the enterprisers must have decision such as market position, enterprise goal and competitive strategy at first. The retail corporation should establish study organization to train forecast and reaction ability etc. The company should build core competence according to market position, ability, resources and strategy. There are two means to build core competence in Chinese retail enterprise: one is to accumulate and innovate competence by themselves, the other is R &M or knowledge alliance.