Transnational Retail Westward Under The Local Retail Enterprises In Chongqing Countermeasures

The rapid growth of the Chinese economy and the great enhancement of the Chinese consuming level, which attract many transnational retail corporations enter into the Chinese retail market. In recent year, as the transnational retail corporations finished occupying the east city,they begin to enter into the west, especially Chongqing as a west city and have important influence in Yangtze river, which has huge market potential, and it makes the transnational retail giants come to scrabbled for Chongqing retail market. At present, most of study has focused on the analysis of advantages and disadvantages of foreign retail corporations to domestic retail corporations, and on studying the countermeasure which we should adopt to face up to such kind of impact. But the study of the entry reason, strategy and the competition capability comparing with the local retail is rare, and the research of the west retail corporations is almost in blank.The thesis uses the theories of retail transnational administration, strategy management and other relevance, and use the method which known as combining theory analysis with positive analysis, quality analysis with quantity analysis and comparative analysis with systematic analysis, besides, discusses the strategy of transnational retail corporation in west. Firstly, the thesis adopts the view of Alexander from the angle of the push and pull factors, and analyzes the reason why entry into the west. Secondly, analyzes the strategy of the transnational retail corporations from the strategy positioning, stock-rights structure and administration strategies. Thirdly, the paper chooses five transnational retail corporations,and dissertates the investment and developmental strategy in Chongqing. Fourthly, analyzes the retail structures of Chongqing, and construct an index system of competence capability of transnational retail corporation and local retail corporation, which from five factors of scale, administration efficiency, human resource, the level of information, consumer cognizant vantage and the institution completion capability. At last, the thesis construct a framework system of the government and retail corporations, which we hope can support reference to the Chongqing retail even to the west retail corporations.