Research On Commercial Wholesale Market Management Mode Based On The STV Strategic Theory

Under today's overall background of circulation leading type economic, the wholesale market has to face many severe challenges, for example, industry situation optimization, management mode innovation etc. As the biggest wholesale market for tourist commodities, Guilin International Wholesale Market for Tourist Commodities, it is the representativeness as a certain kind for some traditional wholesale market's common faults, including the single management mode, backward means of exchange; the problem which needs to be solve first is how to achieve management mode's transformation and upgrade by management mode innovation. Currently, Chinese the trade and business wholesale markets'management mode show these current characteristics:First, the wholesale market and industrial clustering develop in manifold type; second is the main market players corporatization; third, the wholesale market of scale, market companies upsizing; fourth, collectivize management, integration extension.But, they also get some problems, such as the scale of operation is not big enough, means of exchange remain fall behind, lack of close attention on market soft investment, lack of scientific and reasonable management strategy and program. After the investigation, we found that Guilin International Wholesale Market exists many problems such as backward management philosophy, low main market players systematization, single means of exchange, and backward network construction. These problems have the representativeness to some extend.Kotler's STV Strategy makes a deep study in the relationship among position, differentiation, and brand from the several different angles of view:strategy, tactics, and value; Omnibearing Theory analyses the customer relationship, interior resource, and collaboration network need to pay close attention when the enterprise management mode is making up, and he raises four competing platforms, all these are form the basic resources and relation net perspective. In a word, these two theories provide our national trade and business wholesale markets'management mode some effective theoretical direction on innovation and practice. The market management mode innovation which base on STV Strategy asks for explicit self strategic orientation, strengthen industrial support first; second it asks for devote into differentiation construction, tamp superior foundation; and at last, it requires to develop market brand vigorously. Based on these three strategy main point, to construct a self-market produce and service platform, enterprise architecture platform, marketing activity platform and operating system platform, so as to form a innovation management mode base on these four competition platform. In this respect, Yiwu Smallware Wholesale Market set up a successful model, the reason why it could success show as follow:devote in industrial support, explicit industrial position; build modern logistics system, optimize business mix; plentiful trade fair system and marketing platform; informationize market management and perfect operating system; internationalization developing strategy, and develop more wide market platform.This thesis points out the following three ways for the whole-sale market of international tourism products in Guilin to innovate its marketing model and to strengthen its competitiveness. First, clarifying the positioning of the whole-sale market, giving full play to the linkage effect between that market and industrial cluster and establishing a platform for products and services. Second, enhancing the differences in construction, cultivating the core competitiveness of that market and building a complete enterprise framework and operating system, which can be improved from four aspects:firstly, planning in a centralized way and operating with unique features, secondly, introducing numerous wholesalers and distributors and promoting the market organization, thirdly, improving market services and advancing functions of market, fourthly, consolidating the construction of market informatization and enriching the means of exchange. Finally, developing market brand, promoting the branding development of whole-sale market and constructing a platform for corporate marketing.