Accession To The Wto And China Retail Business Development Strategy

Firstly the paper analyses the present situation of Chinese retail trade pointing out that the Chinese retail trade is at the era of reformation;wide range and constant increase of the market capacity emerges;the consumption custom has changed dramatically;international commercial capital strategically enters Chinese market;competitions among enterprises are very severe which mainly focuses on tactical ways;the operation crisis has appeared within Chinese retail trade enterprises;the operation structure adjustment has accelerated. Furthermore,the paper points out that the main problems existing in Chinese retail trade are that enterprise is the commercial real estate company,not indeed the retailer;the market conception,sale conception and development conception lag behind;general structure loses equilibrium;management level is too low and integrated strength is too weak,etc.Then,the paper analyses the influence on Chinese retail trade after joining the WTO (World Trade Organization) and indicates that along with China formally joining the WTO,international commercial capital will enhance the power to attack Chinese market,from market investigation phase to market snatch phase:the enterprise large-scale re-construction will appear;tactical competition such as price competition will give way to strategic competition including market share,brand and management;market subdivision will deepen;industry upgrade will accelerate.From above analysis and reasoning,the paper puts forward the idea of the development strategy toward Chinese retail trade enterprises:make big fish,quick fish and intelligent fish,which means to give attention to both scale economy,overspeed development and knowledge economy.The strategic .emphases are to set brand-new marketing idea;orient market exactly;build up scientific company framework;implement mature brand management;construct efficientlogistics systems and deploy orderly global expansion.The strategic steps are to enhance the enterprise competition ability;resolve the capital bottleneck;expand the enterprise scale quickly;be good at creating and grasping opportunities;build up leader-driven mechanism and cater for individualized,fashionable and changeful market.