文献出处: Medics D. The study on retail chain enterpri management operation system [J]. European Management Journal, 2015, 12(3): 31-41.
原文
The study on retail chain enterpri management operation system
Medics D.
Abstract
Retail is one of the most important industries of the third industry; it is cloly related to a country's economy and people's life. Since the reform and opening, profound changes have taken place in China's retail business. Some retail enterpris to introduce chain mode of operation, and achieved great success. Called the third circulation revolution, chain operation, in the world of retail enterpris have become the dominant mode of operation and organization way, it will also change of retail enterpris have a huge and far-reaching influence.
Keywords: Chain operation; Retail enterpri; Operation system
1 Introduction
In today's world of business development, chain operation has become an important business management form; it is more rious especially in the retail business. In sales of the top of the world's large retail stores, noting have is not a chain store. As the market competition is inten, business failures are common. But statistics show that the chain business enterpri failure rate is very low. Chain operation of commodity sales, has accounted for a country over a third of the total social retail, in the United States has reached to 70%.Chain operation has the advantages of the industry connsus. Since the 1960 s, some emerging industrialized countries and regions have introduced chain operation, promote the development of the business trend.
2 Related concepts in this paper
2.1 The definition of chain operation
Chain management refers to the same kind of goods and rvices of a number of enterpris, under the leadership of the core enterpri or headquarters, the standardized management, achieve economies of scale and operation form and organization form. Chain system branch distribution around like a chain formed a strong sales network. Usually, we t up in this business form of business enterpri is called the chain. Chain management is the esnce of the principle of the modern industrial production application in the retail industry, to implement the standardization of business activity, specialization, unification; this is an important prerequisite for its economic benefits. On the one hand, advanced marketing techniques can be large-scale promotion and realize resources sharing in numerous stores; On the other hand, the cost of investment and risk and can be Shared in a wide range of shops, so as to reduce the unit cost of goods. Therefore, chain operation has other business form incomparable superiority.
2.2 Three forms of chain operation
Regular chain and chain, retail chain, is the n of the chain. It is to point to in the same stage of circulation, by the same headquarters, with the same capital, unified leadership, directly engaged in the same type of goods and rvices more than son home retail enterpri form. All formal chain of the main features is: unity, unified management, centralized management, decentralized sales. Store chain system of personnel, labor, and marketing share all orders according to the headquarters. The main body of the chain is not branch, tightness of the highest in the three forms.
Also is called voluntary chain free chain. Japan under the voluntary chain is defined as: "scattered around many retailers, both maintained their independence, and concluded the permanent chain relationship and make the purcha of goods and business together, and sharing in order to achieve scale economy. The purpo of the shop is characterized by voluntary chain members of ownership, management. Accounting is independent, is the body of the chain members shop rather than headquarters. Members of the shop on the premi of maintain their independence, through consultation resources together, work together, unified purcha, unified management, joint activities,
decision management policy consultation, marketing strategy, development plan, etc. Headquarters is the nature of the rvice, not for the purpo of profit.
Franchi chain, also called contract franchising chain or contract. Refers to the franchies to have trademarks (including rvice marks), trade name, products, patents and proprietary technology, management pattern and so on in the form of a franchi contract awarded to the franchie to u, as stipulated in the contract by the franchie, engaged in business activities in franchies uniform business mode.
3 Retail enterpri chain-like management operation characteristics
Chain management as a modern form of business organization not only has the scale operation of mass production advantages, at the same time has disperd flexible management advantage. The formation of its advantages is depending on the chain as a characteristic.
3.1 The size of the retail chain business
Economies of scale exist is the root cau of the production and business activities "inparable", under certain conditions, the enterpri's long-term average cost with the expansion of production or business operations, and it is an economy of scale. Otherwi, the scale is not the economy; the emergence of economies of scale is the inevitable result of social production development. Due to economies of scale is a common requirement for economic benefits of all economic activity, so the enterpri is a kind of pursuit of economies of scale inherent impul. With the enlargement of the scale, cost reduction, profits ri, enable enterpris to compete with scale, to cure their own market position. Chain management is the u of the principle of economies of scale in the field of circulation. This mode of operation of scale economy characteristics embodied in the chain with the enterpri's expansion, expanding market share, reduced operating costs, so as to establish the scale operation of enterpris advantage.
