家电连锁零售企业门店选址分析-工商管理专业论文.docxVIP

THE STUDY ON THE LOC ATION OF THE CHAIN RE TAILERS OF HOME APPLIANCES ABSTRACT The deepening of China’s policy of reform and opening-up and the growth of the market-oriented economy have made the retail trade more and more open, especially after China became a member of the WTO (World Trade Organization). Therefore, China’s chain retailers of home appliances (hereafter referred to as the home appliances chains ) have been developing faster than ever before. With more competitive prices, category, quality and services, the home appliances chains have grown into the main sales form in the market, replacing the traditional channels, e.g. the department stores, the electrical appliances shops, the individual retail shops etc. The retail trade is highly dependent upon the location. Whether the location is good or bad decides if the retailer can succeed. In fierce competitions, a slight difference in the location may lead to a great difference in the market share and profit rate. A proper location is the staying power which cant easily be imitated by the rivals. The prevailing statement of “The location decides whether a retailer earns and the management decides how much he earns.” fully explains the importance of the location to a retailer. Not only are China’s home appliances chains busy claiming markets by making preemptive investments and expanding fast, but also the international home appliances retail giants represented by BESTBUY are also rushing into our domestic market one after another. This demonstrates the unprecedented intensity in the domestic electrical appliances retail market competition. One of the focuses they scramble for is the trade area resources. Thus, the study on the location of the chain retailers of home appliances is not only urgent, but also realistically significant. The main aim of this thesis is to offer reference for China’s home appliances enterprises by studying the decision model of the location. This thesis consists of the character