Chain Operation In China And Its Development Strategies

As a new type of operation in China, chain operation is growing vigorously during this newborn period. Not only in some big or middle scale cities and developed coastal area, this kind of management strategy has become more widely extended or distributed throughout the country. It brings along rapid growth speed of the distributive trade . In the future from now on, it is can be expected that the chain stores will play more and more important role in the retail services trade.At present, the development of chain stores in our country is in the key time: After ten year's growth, it is clear that breakthrough have been made since they reveal more competitive strength. So their perspective future growth in the market can be expected to expand. On the other hand, since the retail trade internationalization and our application for WTO quicken their steps, there are some challenges which chain stores must faces with for further development, such as the renewal of ideas, using of modern technique, improvement of management level, personnel training and so on. How to strengthen the survival power and competitive power of the chain business, is an issue that has attracted much attention form academic circle and business circle, and it is what the thesis focus on. The thesis has six sections:Chapter One: After collection and analysis of a vast amount of data, this thesis summarize the latest trends of Chinese chain stores, involving the speed, the pattern, the situation and the area of their development being the decisive factors to operation; competitive environment and retail industrial organization.Chapter Two: Looking back the background of chain operation, According to the advantage of chain operation, we should accelerate the steps of developing the chain operation with the promotion of our government and innovater and the market economy.Chapter Three: The thesis analyses the problems for the inside or outside reasons, which including the loss of capital, advanced technique and excellent personnel, and uncompleted law and the policies, as well as the outmoded ideas, etc.Chapter Four: Predicting the trend of Chinese chain stores will develop along the strands as follows: broad in scale, conform to the standard, modernization, trade expand and international competition.Chapter Five and Chapter Six: Drawing on the experience of the chain stores in USA and Japan, this paper puts forwards the suggestion on policy making in the macro sense. That is, to strengthen the support and regulation of government, to further the structural reforms of enterprises, to build the conglomerate diversification of chain enterprises, to transfer the management thoughts, to establish the efficient management system, and to train qualified personnel. Finally the thesis makes a conclusion.