Empirical Research On The Evaluation Of Large Retail Enterprises Growth

This article makes the one hundred strong retailers announced by the Chinese commercial federation and list CO. as samples, and takes them as large-scale retailers, using profit ability, repay ability, operation ability and growth ability as the data basis, exercising factor analytic method, giving evaluation and order to the growth ability of retailers, and has obtained their growth order from 1997 to 2006, as well as the influences of this four financial indexes to the growth ability, and then giving relative proposal to promote the growth of Chinese retailers.Firstly, this article has made a simple summarize on the existing researching fruit such as enterprise growth theory, enterprise growth model, enterprise growth evaluation index system, evaluation method of enterprise growth and retailer growth theory made by domestic and abroad scholars.Then, made a describing analysis on the present situation of our large-scale retailers, explained the four stages of retailers'development from general merchandises orientation, supermarkets'appearance, MNC enter to the fast promotion of chain retailers; dissertated the growth features of retailers from scale expand, competition intense, concentration enhance, investment expand, multi-district running increasing, merge intense and so on; then dissertated the reason of growth from macro-economy, policy, law, internal ability and so on. This article finally dissertated that the blur orientation, low degree of standardization, faultiness of logistics and information management and the short of excellent management people are the restricting factors of retailers'growth.Continually, this article makes research design and demonstration on the evaluation of large-scale retailers. Using factor analysis method, this article builds evaluation index system and evaluation method on large-scale retailers. Using SPSS soft, making 20 retailers as samples, using factor analysis model, this article analyses the influences of the four financial indexes to the retailers'growth, obtains demonstration results, and has concluded that different enterprise has different trend, scale doesn't mean growth, list CO. doesn't mean good benefit, similarity of industry form doesn't mean similarity of achievement, the route of enterprise is different, etc.Finally, according to the demonstration results, this article brings about some proposals such as scientific strategic target, chain running, scale economy, informationization, efficient logistics system and brand strategy, etc. Still, this article has much deficiency and needs further study.