潍坊京广书城有限公司连锁经营战略研究.docVIP

大连理工大学 硕士学位论文 潍坊京广书城有限公司连锁经营战略研究 姓名：付希凯 申请学位级别：硕士 专业：工商管理 导教师：李弘Abstract Jingguang bookstore of Weifang Co?，Ltd. is established in 1999 , Developed for 6 years, it growing from 2 shops to 22 shops, the turnover increases from more than 1 million yuan to more than 20 million yuan. This text passes the contrasts of three kinds of chain management modes with Regular，Franchise and Voluntary， analyses the advantage of the chain management mode of Jingguang bookstore. Maybe it can be engaged in small business that books retail how expand scale offer some reference. This text investigates through a large number of real examples, pass the domestic and foreign environment and SWOT analysis，propose the chain operation countermeasure. At studying above problem，draw lessons from ripe chain management practice of management, combine the characteristic of Jingguang bookstore, has analyzed that manages the current situation，explore one suits companys chain operation office procedure，on the management mode of the chain, through the chain to the straight camp, license the analysis of the characteristics of the chain and freedom chain, have offered the theoretical foundation for the fact that Jingguang bookstore Co” Ltd. of Weifang develops the chain to manage further. This text has put forward jingguang bookstore should adopt strategy: found trademark, form operation, characteristic develops the chain of special permission with the bookshop online quick expansion scale. This text has gone on for the enforcement of strategy discuss preliminarily, first，select suitable league. Second, develop chain promptly, seize Shandong market, with Taihua bookstore is source, build the chain demonstration shop of a standard，then seek league in the sphere of whole province. Third, establishment the bookshop online, realizes the network of books sales. Forth, lock in goal customer, offer excellent quality service. The meaning of this text lies in through research Jingguang bookstore curren