Chain Operations In The Application Of Mobile Phone Retail Study

Retailing industry is a mirror of our economy.In recent years,it has been developed more than ever in our country and has been one of the hottest industries.The activities of retailing are so closely linked with people that everybody can experience the complete changes in retailing industries.Because of these changes,our living conditions has been improved greatly.As a matter of fact,the up to date retailing institutions in developed countries,such as:supermarket,chain stores,have appeared in China many years.At the same time,,more and more people can go shopping for their favorite goods in large stores easily and conveniently than ever.With its advantages at operation and framework,chain store soon becomes one of the most important leading institutions on retailing.Now,accompanying the increasing market of our mobile telecommunication,more and more mobile retailers are turning their attention to chain store that it has an advantage on scale economy so as to make more money when they coperate with mobile producers.Further more,they can seize a lot of market shares.In this thesis,based on Chinese mobile retailing,aimed at Chinese mobile industry'character and its development direction in future,as well as the current conditions on economy and tecology,chain store is dealed with a promising future of its application in China's mobile retailing.Meanwhile,this paper will try to explore the promoting effects of chain store on the competitiveness of China's mobile retailing.The whole thesis can be divided into four chapters.The first deals with the current Chinese mobile industry'situation.Then ,from three phase and five aspect,this chapter formulates the mobile producers and their marketing channel,the mobile'characters,etc.Chapter two introduces the basic theories of retailing.This chapter focuses on the full comprehension of the definition of chain store,the advantages of chain'managing mode,compared with independent and traditional retail shop. Based on the analysis of chapter one and two,chapter three puts forward the main point that China's mobile retailing could improve the competition by the application of chain store.The last chapter discusses the feasibility of the application of chain store in China's mobile retailing,and puts forward the feasible suggestion to the application of chain store.