Research On Optimizing Value Chain Management Of Retail Enterprises

The degree of openness of the market is greatly improved after China’s enteringinto the World Trade Organization. With a large number of overseas enterprisesentering China and the development of the trend of global economic integration, allindustries have changed dramatically. For the domestic retail enterprises, on one hand,joining WTO brings the companies a great number of opportunities to develop; on theother hand, joining WTO makes domestic retail enterprises face more intensivepressure of competition.Compared with the domestic retail enterprises, overseas companies have thecompetitive advantage of scale effects, long history, advanced technology and perfectmanagement system. Facing the fierce competition, the domestic enterprises mustgrasp the opportunity, draw lessons from the experience of multinational enterprises’development, select the essence and discard the dross, and constantly improve andstrengthen the core competitiveness of the companies. Only in this way, can theystand firmly in the world and be in an invincible position under the market economics’competitive principle of the survival of the fittest.Starting with the study of the value chain analysis, this article will introduce thestructure and features of the value chain in detail. It presents the analysis by analyzingthe value chain itself, the internal and external relation of value chain, when applyingthis analysis to the management of retail enterprises, the problem that many localcompanies just focus their attention on improving the value chain inside withoutcaring for the external relationships comes out. In order to solve this problem, somemethods which are aimed at improving the value china will be pointed out and theyare based on the current situation of the retail companies, for example, improving andreorganizing the internal value chain while joining the external value chains together.Along with the research of value chain of large multinational retail enterprises, thisarticle is going to indicate the sources of their core competitiveness and suggest someuseful opinions relating to the measures of retail enterprises value chain in ourcountry.The first chapter introduces the research background, significance, the theory ofvalue chain management and the research status at home and abroad. The secondchapter states the current and future status of retail business and situation of valuechain management at present in different aspects. Starting from analyzing the value chain, the third chapter conducts further study on the value chain of retail business.Moreover, from the point of view of the value chain analysis, it discusses the sourcesof enterprises’ core competitiveness and systemic dissection on the activities in thevalue chain under the operation based on value chain management. The forth chapterconducts detailed analysis on the value chain management of Wal-Mart Company; Inaddition, the chapter analyzes each activity of Wal-Mart Company in detail. The lastchapter is based on the previous four chapters’ analysis and the research of the valuechain management of the Wal-Mart Company.Furthermore, this chapter points outthe profound effect the Wal-Mart Company makes on the local enterprises in Chinaand made suggestions about optimizing the value chain management of the domesticretail enterprises.