加入WTO对我国零售业的影响与对策分析

【作者】 黄利明；

【导师】 侯铁珊；

【作者基本信息】 大连理工大学 ， 工商管理， 2001， 硕士

【摘要】 1999年11月，中美签署就中国加入世界贸易组织的双边协议，这标志着中国加入世界贸易组织已经进入最后阶段。中国加入WTO一方面给中国的零售业带来了有利的一面，但同时也意味着将面临来自国外行业的更为激烈的竞争和挑战。本文旨在通过理论和实践相结合的方法，分析中国加入WTO对其零售业的影响，并在此基础上探讨我们应采取的相应对策。 首先，本文在介绍零售业的特征以及我国零售也的发展规律历史后，对我国零售业的现状以及零售业的消费群进行了分析。作者认为，在零售业中存在需求层次的理论方法，这种方法在国外的大型零售企业和跨国公司中被广泛应用，但在我国的零售企业中却运用较少，因此，我国企业要面对来自国外零售企业的竞争，首先应学习并借鉴这种理论方法。 其次，作者运用比较分析法分析了加入WTO对我国零售业的影响。通过零售业的规模规范和技术等方面的比较，作者认为加入WTO对我国零售业将带来了八大机遇和四大挑战。 最后，针对加入WTO所带来的机遇和挑战，作者分析了我国零售业应采取的对策，认为企业既应制定相应的发展战略目标和战略重点，同时也应制定并实施顾客战略，商品战略，广告战略等营销战略去实现这些战略目标。更多还原

【Abstract】 In November of 1999,China and USA concluded the agreement on China抯 accession to World Trade Organization. This means that China is on the last stage of the process to WTO. China抯 accession to WTO will of course benefit the Chinese retail business, but on the other hand, it will definitely put the Chinese retail enterprises on the places of more severe competition and challenge from abroad. On these grounds, this paper is designed, by combining the theories and practices of retail business, to analyze the influence of China抯 accession to WTO on retail business in China, and put forward the measures that Chinese enterprises have to take. In the first part, the author made an introduction to the characteristics of retail business and its historical development in China and analyzed the current situation and the consuming groups of retail business in China. It is believed in this paper that there is a theory of demand diversity in retail business. Although this theory is widely utilized by large -scale retail enterprises and transnational groups abroad, it is a new thing to Chinese counterparts. Therefore, Chinese enterprises have to learn and utilize this model in their business in order to survive in the competition with foreign retail businesses. In the second part, the author expounded, on the basis of comparison, the influence on retail business of China抯 acceding to WTO. By comparatively analyzing the scale, marketing norms and techniques of retail business, it is believed in this part that Chinese retail business will encounter eight opportunities and four challenges after China accede to WTO. In the last part, the paper deals with the measures that Chinese retail businesses have to take for them to adapt to the changes and challenges that WTO will bring. The author suggests in the paper that Chinese enterprises should lay down development strategies and focal points of their businesses. At the same time, they also have to draw up and carry out tactics of customer, merchandise and advertisements to realize those development strategies.更多还原