| 1. Goal and Significance After Dec 11, 2004, more and more foreign retail enterprises will beable to enter china market. In fact, they have raised the giant wave in ourcountry retail market, and their strong development tendency makes thedomestic colleague to feel the heavy pressure. Therefore, many people begin to discuss "the effect foreign retailenterprises bring". The author believes that, the foreign retail enterpriseswill bring a series of new things, and "the game rule of market" will bechanged. In brief, the competition structure of China retail market will bechanged heavily. Based on such idea, from the system theory angle, the authorattempts to discuss the effect foreign retail enterprises bring under theframe of the competition strategy theory. 2. Basic disciplines and Analytical approaches This thesis is based on the modern competition strategy theory,specially "five-force model" by which Michael Porter analyzes theindustry competition. It takes entrant as the point of the article, andelaborates the influence which the foreign retail enterprises make on thecompetition structure of our country retail market. In analytical approaches, this article uses the western competitionstrategy model, and integrates the actual situation. It has adopted belowthe analytical approaches: outlining basic situation —— establishingmodel and analyzing problem——forecasting question——reconsideringquestion. This thesis has selected the theory deduction method and thestandard analysis method to study. 3. Main idea and Structure This article main body thought is that, it takes entry on entrant of ourcountry retail, foreign retail enterprises for the starting point, analyzes thefunction process which the entrant make influence on the competitionstructure of our country retail market, and forecasts the future competitionstructure of China retail market. Finally through contrasting competitiveadvantage on the Chinese retail enterprises and foreign retail enterprises,the thesis has reconsidered the questions of China retail trade opening,and has provided the strategic choice which China retail enterprisesdevelop. 4. Main content and Viewpoint This article includes the foreword and the main text. The main textdivides into following four parts: Chapter 1 is the analysis of foreign retail enterprises entering Chinaretail market. This chapter divides into three sections. First section isthat characteristic and development tendency of global retail. The courseof foreign retail enterprises entering our country is second section. Thirdsection is that the situation of the foreign retail enterprises entering Chinaretail market. This part mainly provides the reality basis for behind. Chapter 2 introduces the influence which the foreign retailenterprises make on the competition structure of our country retail market.This is the key on the whole thesis. At first, this chapter put up thequestion by the historical contrast. And then, it analyzes the "five-forcemodel" and the threat which the entrant make. Finally it draws out theconclusion that it's so lower entry barriers of our country retail market aswell as the weakness of original competition structure as to changing ofcompetition structure of our country retail market. Chapter 3 forecasts the new competition structure of our countryretail market. According to the above analysis, we all know entry onforeign retail enterprises brings profound transformation. Then, will thiskind of influence be able to continue? This chapter is precisely forsolving this problem. For the purpose of providing the direction ofreconsidering, this chapter finally analyzes the competitive advantagedisparity of the domestic and foreign retail enterprises. Chapter 4 reconsiders effects on our country retail market opening.From the theoretical analysis to the reality instruction significance, thischapter is foothold. According to the next development structure of ourcountry retail market and the disparity of our country retail enterprises,the article mainly reconsiders exterior... |
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