摘要
在系统研究的基础上,通过分析我国零售业的行业现状和行业的发展趋势,用迈克尔.波特的五力分析法来对比中外零售业的利润水平,使用SWOT分析来比较中外零售企业间的优劣势,结合我国零售业的发展现状认为,面对激烈的行业竞争,国内的零售企业只有通过学习和借鉴国外的成功经验,国家制定相应政策加大对中小零售企业的扶持力度,优化管理结构并注重关系营销,开辟小城镇和农村新市场,才能与外资抗衡并取得长远的发展。
Based on the systematic study, the retail industry status and the development trend of the industry have been analyzed in this paper. Profit level of Chinese and foreign retail has been made by Michael Porter＇s five force analysis theory. The advantages and disadvantages between china and foreign retail industry have also been analyzed by using SWOT theory. With the development of Chinese retail industry, the paper discusses that facing the fierce competition in the industry, only by doing something domestic retailing can fight against the foreign - funded enterprises. That is, to learn the successful experiences from foreign enterprises, we should take some relevant policies to support small and medium - sized retail enterprises, optimize management structure and pay more attention to relationship marketing, and open up small towns and rural new markets.
出处
《淮南职业技术学院学报》
2009年第1期35-40,56,共7页
Journal of Huainan Vocational Technical College
基金
陕西省科技厅软科学项目(项目编号2007KR111)
陕西省教育厅项目(项目编号07JK096)
关键词
外资零售业
国内零售业
SWOT
foreign retail industry
domestic retail industry
SWOT
