チェーンストアに基づいた企業の市場開拓

Abstract

A large part of the firms in China which adopt a model of chain store management differ markedly from matured chain stores in Western countries in terms of strategy, construction of delivery channels, and value of branding. They are restricted to superficial emulation and lack in the pursuit of essential points, particularly in realizing targets in development of different markets. While they adopt the strategy which corresponds to developmental stages of markets, market environments and rivalry superiority, they seem to be perplexed. There emerges the different rate of success in market exploitation and considerable effects of sustainable power. This paper reviews the role which chain stores played in market development, market competition and fostering brands, and then examines “location strategy” and “the strategy for increasing shop performance enhancement ” aiming at efficient exploitation of markets.