Research On Property Operation Management Of Retail Chain Enterprises

With the establishment of China’s opening up policy and the market economysystem, the development of retail chain enterprises also experienced a shift fromsingle store operation to chain operations. The development of commercial circulationenterprises has been greatly boosted with the improvement of social economy leveland people’s living standards. But with the continuous expansion of market capacity,the market competition is becoming fiercer at the same time. Especially after Chinajoined WTO, the international retail giants have entered the market of our country.Besides introducing advanced management mode, they have also intensified marketcompetition at the same time. On one hand, the business operation of the retail chainenterprises has been developing from single operation to multiple operations and ithas changed the domination of the department store industry. The market has beendifferentiated and the customers have been diverted due to the rapid growth ofsupermarket format, home furnishing format, home appliance format; on the otherhand, in order to improve the operational efficiency and achieve the dominantposition of market competition, retail chain enterprises have taken the developmentstrategy of making development from a single store operation to chain operation.They also actively expand the scale of the enterprise, take the advantage of scale, andenhance the competitiveness of enterprises. It’s not a simple process of the changesfor the retail chain enterprise from a single store operation to a chain operation, butit’s a complicated, gradual, and constantly improved and developed process. PropertyManagement, as a department of commercial enterprises, takes on the task ofmanaging and operating the property facilities of the business enterprise, and ensuringthe safety and security of the property. With the development of enterprises, PropertyManagement needs to make continuous improvement on organizational structure,management system, management concept and operation strategy in order to meetwith the demand of the enterprise development.Based on20years of working experience of the author, and taking example ofthe development of Shandong Inzone Shopping Center Co., Ltd., this paper dividesstages of the chain development of retail chain enterprises, makes SWOT analysis onthe problems of the enterprise and property management at different stages ofdevelopment, and proposes solutions accordingly. The innovation of this paper is tomake detailed analysis on problems which enterprises and property management may face at different stages based on different stage characteristics of retail chainenterprises chain development, and offer solution proposals considering the changesof social environment. It will also be an instructive reference and guidance to enhancethe level of property management of domestic retail chain enterprise.