中国零售企业连锁经营探索

摘  要
2001年11月10日晚，在世界贸易组织(WTO)第四届部长级会议上，大会主席、卡塔尔财政经济和贸易大臣卡迈尔用一记槌声表示：中国正式加入世界贸易组织。中国加入世贸组织后标志着中国正式融入世界经济体系之中，中国将敞开国门迎接国际企业进入中国市场，而中国企业也将走出国家的保护，正式与国际企业展开竞争。而做为对于经济具有重要意义的零售企业，这个竞争就显得更加激烈。
中国零售业经历了改革开放以来的高速发展，在20世纪80年代末正式进入连锁经营阶段，20年来经历了缓慢的探索期与高速发展期，连锁经营已经初具规模。然而与国际型的连锁企业相比较，差距依旧非常明显。中国零售企业在连锁经营的发展过程中，应积极分析外部与内部环境，理性面对与国际企业的差距，寻找自身问题，努力寻找一个适合自身的发展方向，以在越来越激烈的市场竞争中争得一席之地。
关键词：零售企业 连锁经营  国际竞争 对策

ABSTRACT
    At the night of 10th,November,2001,the President Kartar declare China's entering WTO.at the 4th minister seminar.Chinese entering WTO means that China has involved in world economic system formally.China will be open to welcome foreign enterprises and Chinese companies will go out of the pretection of the government,so as to compete formally with international companies.The competion seems to be more fierce for the retail sector which is significant to economy.
    Chinese retail sector has experience rapid development since Openning and Reform,it runs in chain in the late 1980s,it has its scale after slowly exploring and repid development.The difference is obvious when compared with international chain stores.Chinese retail enterprises should positively analyze internal and external environment,face the differences with international companies correctly,find its own problems,and seek a proper direction for development,so as to gain a market share in the fierce competion.
Key words: retail enterprises chain store international competition strategy  

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