加入WTO与中国零售商业发展战略研究-管理科学与工程专业论文.docxVIP

摘 摘 要 本文首先详细分析了中国零售商业的现状，指出中圈零 售业正处于一个变革时代，市场容量出现了大幅度持续增长， 消费习惯发牛了重大变化，国际商业资本战略性进入中嗣市 场，企业竞争非常激烈，但主要集中于战术方式，中阐零售企 业经营出现危机，经营结构调整加快。并进一步指出中国零售 商业存在的主要问题是企业是商业房地产公司丽不是真正意 义上的零售商，市场观念、营销观念、发展观念落后，总体结 构失衡，管理水平较低，综合实力较弱等。 接下来，就加入WTO对中国零售商业的影响展开了分析， 指出：随着中围正式加入WTO，国际商业资木对中同市场将加 大进攻力度，从试探阶段进入市场抢夺阶段，会出现大规模的 企业兼并重组，价格战等战术竞争将退居其次，而转向以市场 份额、品牌、管理为主的战略竞争，市场细分加剧，产业升级 加快等。 通过以上分析和推断，提出中国零售商业企业的发展战 略思路：做大鱼、快鱼、智鱼，规模经济、超速成长、知识经 济三者兼而顾之。 战略重点是：树立全新的营销理念、进行准确的市场定 位、建立科学的公司架构、实施成熟的品牌管理、构筑高效的 物流体系，展玎有序的全球扩张。 战略措施是：提高企业竞争能力，解决资本瓶颈、快速 扩大规模，善』二创造机会、把握机会，建立领袖取动机制，满 足个‘障化、时尚化、多变的市场需要。 关键词：入世战略规模经济知识经济 AbstractFirstly Abstract Firstly the paper analyses the present situation of Chinese retail trade pointing that the Chinese retai J trade is the of reformation；wide range and incrcase of the market capacity emerges；the consumption custom has changed dramatically；international commercial capital strategically Chinese market；competitions among enterprises very which mainly focuses tactical ways；the operation crisis has appeared within Chinese retail trade enterprises；the operation adiustment has accelerated．Furthermore，the paper points that the main problems existing in Chinese retail trade that enterprise iS the commercial real compan，-not indeed the retailer；the market conception，sale conception and development conception lag behind；general loses equilibrium；management level is low and integrated strength iS weak，etc． TherL the paper analyses the influence Chinese retail trade after joining the WTO fWjrld Trade OrganiTation)and indicates that along with China formally joining the WTO． intemational commercial capital will enhance the power attack Chinese market，from market investigation phase market snatch Dhase：the enterprise large—scale re—construction will appear； tactical competition such price competition will give way strategic competition including market share，brand and management；market subdivision will deepen；industry upgrade willaccelerate． From above analysis and reasoning，the paper