开放零售市场后中国零售企业的应对策略

中国零售业正逐渐成为中国经济的晴雨表,2004年中国经济发展的大势不可阻挡,因此零售业仍将继续向前发展。但是到今年的12月11日,根据中国入世协议,中国承诺开放零售市场的期限已到,外资零售业将不限地域、不限经营业务而全面进入中国市场。外资零售巨头的涌入既带来积极作用,同时由于中外零售业实力悬殊,给中国零售业经营也造成了很大的冲击。零售业作为商品流通的终端,谁掌握了零售业,谁就将控制一国的生产市场,继而控制一国的经济。如何拯救中国零售业,如何为中国零售企业寻找出路,如何实现中国商业流通体制的结构性调整,这将是一个现实而严峻的社会课题。一方面我们应积极向他们学习先进的营销理念,努力追赶,另一方面,企业也应采取切实有效的措施,把内资零售业做大做强。

Countermeasures of the Retailing Enterprise in China After the Opening of Retail Market

Now the retail trade is gradually to be the thermometer of economy in China. The retailing industry will continue to develop with the general trends of our economics development in the year of 2004. According to the WTO agreements, the foreign retailing will wholly enter our domestic markets without any limits of sections and field on the day of 11, Dec. , which is the promises deadline of the opening of our retailing markets. The entrance of foreign retailing magnate will bring not only positive effects but also great shocks to our retailing industry for the large difference between inner and outer companies. As the terminal of the commodity circulation, retailing is very important to a country's economy. Those who control the retailing , will control the producing market and even the whole economy of a country. It is a serious and practical social problem that how to save our retailing, how to find a solution for our retailing companies and how to realize the structural adjustment of the system of domestic commerce circulation. On the one hand, we should learn the advanced marketing ideas from foreign companies. On the other hand, we have to take effective measures to make the domestic retailing companies grow up quickly.