坚持城市包围农村的零售业发展战略（Adhere to the retail development strategy of encircling the cities and the countryside）.doc

坚持城市包围农村的零售业发展战略（Adhere to the retail development strategy of encircling the cities and the countryside） Abstract: in the analysis of Chinas urban and rural residents consumption level, the marginal propensity to consume of urban residents and city retailing saturation based on the proposed city surrounded by rural Chinas retail industry development and competition strategy. And suggests that domestic retail industry should make strategic changes such as expanding scale, taking information and scientific, implementing benchmarking management and building modern retail industry organization based on small towns. Key words: retail industry; marginal propensity to consume; benchmarking; retail industry saturation In the face of increasingly fierce domestic and foreign retailers in Chinas consumer goods market competition, the relatively weak group of powerful foreign retail and domestic retailers based on the theoretical and industrial circles put forward different views. The Chinese and foreign retailers competition will be concentrated in the same format between cross market positioning market positioning of the competition between the same and different formats of competition, this competition is to city retail market as the focus of tit for tat trench warfare. Domestic retailers should focus on city retail market and foreign retailers compete directly, at the same time, and actively extend the rural retail market, to build small towns based on the retail organization system, which is still on the development strategy of city surrounded by rural, thus forming the linkage in urban and rural areas of the retail industry organization system. Comparative analysis of consumption level between urban and rural residents in China According to the survey data of the State Statistics Bureau of urban residents and families and rural residents, on the one hand, the income gap between urban and rural residents has widened further. 1980 urban per capita disposable income is 2.5 t