Chinese Retail Enterprises A Competitive Advantage And Develop A Strategic Analysis

Retail is an economic act existed since there is transaction among human beings. Retail industry in the sense of modern age started with the emergence of supermarket in the 1930's.Through development of half a century, retail industry has become an important industry in many countries, especially there are some super retail enterprises in the developed countries, where through control of the channel, brand advantage was created thereof, and control of the element of marketing in the upstream has also been realized. Such backwards integration has already been the latest tendency of the retail industry, and the retailers are gradually breaking away the depend position from marketing channel of producers from both theory and reality, and are becoming the independent dominance in the marketing, and a new era of retailers will come into existence.Retail industry is closely connected with the development of economy and people's lives, and etc. On the one hand, Chinese retail industry is in a status of co-existence of multi types of operation due to the influence of regional difference of Chinese economy, and on the other hand, retail industry has entered the phase of fast development and prone to maturity due to the fast development of Chinese economy, therefore, status quo and future of Chinese retail industry is rather complex, and the enterprise strategy in such complex condition and phase is a subject that has much value of research, this article is on account of this ground, and through study and reckoning, by reference of foreign theory and material on domestic industry and development of enterprises, by way of comparison of domestic enterprises and foreign enterprises, this article is dedicated to providing analysis and suggestion on the future competition strategy for domestic enterprises.The emphasis of this article is to conduct preliminary and directional study and reckon from the perspective of strategy, on the one hand attaching great attention to the new tendency of converse integration of retail industry of domestic enterprises, which will be considered as an important aspect in the reckoning on strategy, and planning and trial, tried to be leader in the industry; on the other hand, the comprehensive exertion of the existing advantages is raised, and through way of integration of area, promotion of sales scale and enterprises merger and acquisition, and strong force of regional competition can be created and can be the core startingpoint in the later competition, and win time for the later competition through initial stage of competition.The opinions that compatibility of industry status and economic status during the research, still need further reckoning, and there is also insufficiency in the perspective of execution of the tactics, the author will pay continuous attention and research.