| China's retailing business has been developing remarkably fast as the market economy progressively goes deeper. Ever since the 1990's, the market of consumption goods has changed from a seller's one to a buyer's one. This significant transformation of supply and demand has led to the escalation of the competition among the retailing businesses. For a decade, the gross revenue of consumption commodities has experienced a drastic boom, yet the past few years has found its speed slowing down though the number and scale of retailing businesses are still undergoing expansion. As a result, surplus in commodity market is on the increase and competition among the retailing businesses is more intensified. It is under such circumstance that university campus, where a more relaxed competing environment can be enjoyed, starts to attract attention from the domestic retailing enterprises.While this paper was still being composed, some retailing enterprises, including business giants like Hualian Group, have already stepped into this "lucrative" land. The author has also got involved as a manager himself in a retailing store of a local university, and has well tasted the intensity and cruelty within this competitive market. Although seemingly there is room to go for campus retailers, their present operation has fallen short of their expectation. Driven by the thought on how retailers could consolidate their share on campus, the writer decided to explore the current situation of campus retailers and analyse the possible solutions. After months of research and field study, he finds that although there is long way to go to develop campus retailing business, the business forms and marketing strategies should be determined by the market scale and consuming characteristics on campus.On the basis of classic theories, this paper emphasizes the combination of theory and practice in the research into the objectives withenough facts and data by means of generalization, comparison and listing. After clarifying the concept of campus economy and campus retailing business, the paper elaborates on their present situation and the necessity and urgency to study campus retailing. Then the article moves on to the part of possible solutions. The writer, in the hope of rendering assistance to the operation of campus business, begins with the traditional starting point in marketing---consumption demand, analyses proper business forms, and then gives suggestions on operating businesses on campus. Also, misconcepts about developing campus retailing business are discussed. The paper is cohesively and coherently structured: it starts in the preface with the analysis of the intensifying competition among China's retailing businesses, pointing out that attention has been paid to campus economy by shrewd entrepreneurs. In chapter one, the definition and connotation of campus economy are introduced. On the basis of comparing the past and current situation of campus economy, the writer argues that campus retailing business should be developed and prospered as quickly as possible so as to meet the consumption demand of university students and staff. The second chapter focuses on analyzing the features of campus consumption market. Categorization is given based on the variety of campus conditions and the characteristics of college students purchasing behavior are explained as well. Chapter three, as the key part of the whole thesis, emphasizes on the suggestions on developing retailing business in campus economy. Here the writer advises three business forms that might survive fierce competition: convenient store, supermarket and shopping center. The appropriate campus environment of each form is introduced respectively, and it is pointed out that the best choice of business forms should be in line with the overall scale of the campus market. After discussing marketing strategies of products mix and service, pricing, promotion and place, the writer putsforward a series of feasible solutions to develop campus retailing business. Chapte... |
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