连锁经营在手机零售业应用的研究.pdf

的社会经济和技术条件以及我国手机行业的发展趋势，从理论上来分 析、总结并指出连锁经营是我国手机零售业规模化发展的必然途径。 第四章:首先介绍我国目前手机零售业成功采用连锁经营的四种 模式，并分别以国美电器、四川讯捷、乐山宏讯三个不同规模，但均 通过连锁经营取得成功的实证，来阐述连锁经营对手机零售业规模化 发展的促进作用。并针对我国手机零售业应用连锁经营存在的问题提 出自己的看法和建议。 关键词:手机零售、零售管理、连锁经营、规模化、经营模式 Abstract Retailingindustryisamirrorofoureconomy.inrecentyears,ithas beendevelopedmorethaneverinourcountryandhasbeenoneofthe hottestindustries.Theactivitiesofretailingaresocloselylinkedwith peoplethateverybodycanexperiencethecompletechangesinretailing industries.Becauseofthesechanges,ourlivingconditionshasbeen improvedgreatly.Asamatteroffact,theuptodateretailinginstitutionsin developedcountries,suchas:supermarket,chainstores,haveappearedin Chinamanyyears.Atthesametimemoreandmorepeoplecango shoppingfortheirfavoritegoodsinlargestoreseasilyandconveniently thanever. Wtihitsadvantagesatoperationandrfamework,chainstoresoon becomesone ofthemost importantleading institutionson retailing.Now,accompanyingtheincreasingmarketofourmobile telecommunication,moreand.moremobileretailersareturningtheir attentiontochainstorethatithasanadvantageonscaleeconomysoasto makemoremoneywhentheycoperatewithmobileproducers.Further more,theycanseizealotofmarketshares. Inthisthesis,basedonChinesemobileretailing,aimedatChinese mobileindustrycharacteranditsdevelopmentdirectioninfuture,aswell asthecurrentconditionson re is dealed economyandtecology,chainsto with a prorrusmg future of its application in Chinasmobe l i retailing.Meanwhile冲ispaperwilltrytoexplorethepromotingeffectso f chainstoreonthecompetitivenessofChinasmobileretailing. Thewholethesiscanbedividedintofourchapters.Thefirstdeals withthecurrentChinesemobileindustrysi勺ation.Then,rfomthreephase andfiveaspect,thischapterformulatesthemobileproducersandtheir marketingchannel,themobilecharacters,etc. Chaptertwointroducesthebasictheoriesofretailing.Thischapter