论如何提升我国本土零售企业的核心竞争力thesis:The theory of how to improve the core competitiveness of domestic retail e

摘要：近年来，我国消费品市场发展速度不断加快，规模不断扩大，零售业发展十分迅速，产业规模和增速都保持着快速增长的态势,成为拉动内需、促进消费、优化经济结构调整的重要产业。我国流通领域发生巨大变化，人民生活水平不断改善，消费能力进一步提高，零售市场规模持续扩大，零售业全面对外开放格局的形成，外资零售企业纷纷加大在我国的投资力度，本土零售企业遭到巨大的冲击。面对复杂多变的环境和挑战，本土零售企业该如何提升自身核心竞争力，成了一个重要话题。核心竞争力是企业拥有的最主要的资源和能力，是企业持续竞争优势之源。本文通过对我国零售企业核心竞争力进行分析研究，针对目前我国零售企业竞争力不强的现状，提出从扩张能力、成本控制能力、整体营销服务能力、财务运作能力、创新能力、信息技术能力、人才集聚能力和品牌建设能力八个方面来进行能力的提升与整合，进而培育和提升企业的核心竞争力。

 

关键词：零售业;本土零售企业;核心竞争力;竞争优势

 

On how to enhance the core competitiveness of local retail businesses

 

Chen Kehua

 

College of Economics and Management, Southwest University, Chongqing 400715, China

 

Abstract: In recent years, China's consumer goods market, the pace of development is accelerating and expanding retail development is very rapid, industry size and growth rate are maintained rapid growth, becoming an important industry to stimulate domestic demand, promote consumption and to optimize the economic structure adjustment. Circulation in China has witnessed tremendous changes in people's living standards continue to improve the consumer the ability to further improve the retail market continues to grow, retail full opening pattern, foreign retailers have increased their investment in China, and local retail businesses have been a huge impact. Faced with complex and changing environment and challenges, local retail businesses how to improve their core competitiveness, has become an important topic. The core competitiveness of enterprises have the most important resources and capabilities, is a source of sustained competitive advantage. In this paper, the analysis of China's retail core competitiveness of enterprises for the current status quo of China's retail enterprises less competitive, from the expansion of capacity, the ability to control costs, the overall marketing services capabilities, financial and operational capacity, innovation, IT capacity, talented personnel, and brand building capabilities eight to the ability to upgrade and integration, and thus to foster and enhance the core competitiveness of enterprises.#p#分页标题#e#

 

Key words: retail trade; local retail businesses; core competitiveness; competitive advantage

 

The introduction 

 

1 selected topic background and significance 

 

In recent years, facing the complex and changeable situation at home and abroad, especially the impact of the international financial crisis, countries issued a series of expanding domestic demand, promote consumption, optimizing the economic structure adjustment measures, to maintain the stability of consumer goods market development plays an obvious role in promoting. A further expand the size of the market, the retail industry scale has been present running situation of the fast growth, steady development, total retail sales of social consumer goods grew significantly. According to the national bureau of statistics data show that in 2011 the national social total retail sales of consumer goods is 18.3919 trillion yuan, an increase of 17.1% over the previous year, deducting the price factor, the real growth of 11.6%; In 2010, the national social total retail sales of consumer goods is 15.6998 trillion yuan, an increase of 18.3% over the previous year, deducting the price factor, the actual growth rate of 14.8%. As you can see, the total retail sales of social consumer goods in China's nominal growth rate and the actual growth rate are maintained a high growth rate, China's retail industry in the golden period of development. Therefore, the foreign retail enterprises with its mature business model are intensify efforts to preempt the consumer goods market in China, the market share increase steadily, and domestic retail enterprises to bring very great pressure of competition. 

 

At present, our country is in to speed up the transformation of the pattern of economic development, promote strategic adjustment of economic structure of a critical period, to build long-term effective mechanism of expanding domestic demand, expanding consumer demand as the strategic focus of expanding domestic demand, by improving the consumption environment and consumer expectations, enhance the capacity of residents' consumption, further release of urban and rural residents consumption potential, to gradually expand the overall size of the domestic market. So as to expand domestic demand and promote the balanced development of economy in our country the important industry, retail industry has huge development space. Local retail industry enters the important transformation period, in bringing in the new development opportunity at the same time, also faces a number of bottlenecks. Compared with the foreign retail enterprises, domestic retail enterprises remain the overall competitiveness is not strong, and transformation of business model for operating costs, etc. Some problems and challenges. Therefore, how to improve current domestic retail enterprise's core competitiveness, has become an important topic. #p#分页标题#e#

 

Two research methods and framework 

 

In this paper, using the method of data analysis, comparative analysis, description and summary induction as the main research methods, according to discover problems, analyze and solve problems of the order, on the theory of core competence, from the macroscopic and microscopic perspective to explore China's domestic retail development situation and the present situation of domestic retail enterprise competitiveness, put forward ways and means of domestic retail enterprise core competitiveness. 

 

3 the research content and research goals 

 

This paper in the introduction part of China's retail industry and the present status of the important role of retail enterprises, a brief introduction, expounded this selected topic research background, research significance and research methods. Secondly, in the article main body structure, the first chapter mainly introduces the situation of China's retail industry including definition, and classification of retailing forms, in retailing industry characteristics, the development present situation, existing problems and development trend. The second chapter mainly from the domestic retail enterprises and foreign retail enterprises in the domestic development present situation, the competitive situation of domestic retail enterprises is discussed related issues, analysis of the competitiveness of the domestic retail enterprises. The basis of the previous two chapters, the third chapter is mainly based on the relevant theory of core competence and the policy guidance of the current our country put forward the local retail enterprise core competitive ability cultivation and management method and the approach for enhancing core competition of race. 

 

In this paper, combining with the international financial crisis the impact to our country in recent years at home and abroad and the complicated and changeable situation, and optimize the economic structure strategic adjustment in our country, promote consumption, expanding domestic demand a long-term mechanism, such as policy guidance, through the analysis of the domestic retail industry environment and the development status and existing problems of retail enterprises, etc., put forward the local retail enterprises how to improve their core competitiveness in order to obtain sustainable competitive advantage, promoting the healthy development of China's retail industry to achieve the fundamental requirement of national economy sustained and rapid development of coordination. 

 

1 China's retail industry 

 

1.1 retail related concepts 

 

Retail (Retail industry) refers to the buying and selling form will be the products of the producer, through certain channel sales to final consumers and providing related services industry. #p#分页标题#e#

 

Retail can be used as a kind of business activities, also can be used as a form of trading to explain that the former can be understood as the process of selling goods and services to consumers, is provide the goods and related services to consumers for final consumption activity, is the final link of distribution of goods and services; The latter may be defined as goods or services to sell directly to the end consumer activity, is directly related to the quality of life of consumers and way of life, is the last stage of the social resource allocation. 

 

1.2 retail formats 

 

1.2.1 retail formats 

 

Retail formats (Retail formats) refers to the market to determine the customer provides the concrete forms of certain goods and services, the Retail enterprises in order to meet different consumer demand and the formation of the mode of operation. It is the basic form of retail or structure, it is to meet different consumer demand for appropriate combination of elements after the formation of the different forms of business. 

 

1.2.2, classification of retailing forms 

 

The concept of retail format is a dynamic development, classified according to different standards can be different. In domestic at present the most common is according to take effect on October 1, 2004 the new national standard of the classification of retailing forms (GB/T18106-2004) (national standard committee, the group of letter [2004] no. 102) are classified. 

 

According to the standard and the structure characteristics of the retail stores, mode of operation, commodity structure, service function, as well as store location, scale, business circle, factors such as facilities, target customers, and could be divided into the supermarket retail formats, large supermarkets, warehouse stores, department stores, furniture, building materials, speciality store, brand shop and shopping centers, grocery stores, convenience stores, discount stores, factory direct sale center, TV shopping, mail order, online stores, kiosks, phone automatically 17 kinds of shopping, etc. In recent years, domestic retail operation forms and organization forms are constantly changing, the multiple formats to development trend, the current domestic retail sales enterprise mainly concentrated in the supermarkets, department stores, shopping centers and other retail formats. 

 

, according to a report in the latest manager daily with the rapid development of the retail industry, the existing classification of retailing forms ", "national standards have been unable to meet the demand of market development, shall be borne by the China association of chain operation of" classification of retailing forms "national standard revision has entered public comment link. This revision for the first time the supermarket formats for segmentation, convenient supermarket, community supermarket, large supermarket is recognized as a single state. #p#分页标题#e#

 

1.3 China's retail industry development present situation, existing problems and development trend 

 

1.3.1 development present situation 

 

With the enhancement of economic strength, economic structure adjustment and the improvement of residents' consumption ability, especially since the 1990 s, implements the comprehensive opening to the outside world, our country's accession to the wto has also been a rapid growth of retail market, China's retail industry has been further development, the current has entered the important transition period, is facing new development opportunities, became the highest degree of marketization of our country and an important force in stimulating domestic demand. 

 

At present, China's retail industry has entered into the open, multi-level and multiple formats of stage of development, with the massive influx of foreign retail enterprises in mainland China consumer goods market and the rapid development of the domestic retail trade, retailing forms a comprehensive expansion of the domestic retail diversified development trend. Under the influence of foreign retail enterprises, the domestic retail format structure is disrupted, convenience stores, shopping centers, supermarkets, chain stores and other new forms appear constantly, and get rapid development, broke the pattern of the original single forms in our country. 

 

According to the latest statistics show that [1], in 2011 the national social total retail sales of consumer goods is 18.3919 trillion yuan, an increase of 17.1% over the previous year, deducting the price factor, the actual growth rate of 11.6%. According to the local statistics, retail sales of consumer goods in cities and towns of 15.9552 trillion yuan, up by 17.2%; Rural retail sales of consumer goods is 2.4367 trillion yuan, an increase of 16.7%. According to the consumption statistics, commodity retail sales of 16.3284 trillion yuan, up by 17.2%; Catering income 2.0635 trillion yuan, an increase of 16.9%. As you can see, in recent years, China's total retail sales of social consumer goods in the name of the growth rate and the actual growth rate has maintained a high growth, retail sales have been steady and fast growth of the operation situation, in the golden period of development. 

 

Figure 1:2006-2011 China's total retail sales of social consumer goods and growth charts 

 

Figure 1:2006-2011 China 's total retail sales and the growth rate of the Chart 

 

The national bureau of statistics data show that in 2010 the national limitation above a total of 52306 retail enterprises, employees 5012874 people, achieve sales totaled 5.75146 trillion yuan, sales income is 862.38 billion yuan for their goods. Relevant data display [2], the 2010 national retail chains stores a total of 176792, the total at the end of the retail business area of 127.658 million square meters, at the end of 2.2516 million workers, commodity sales of 2.73854 trillion yuan. What do we learn from these data, large scale of China's overall retail market, it has good prospects for development. #p#分页标题#e#

 

1.3.2 problems in China's retail industry 

 

From the point of China's retail industry development present situation, although in the overall development of China's retail industry is more stable, growth potential is huge, is forming a new, diversified development pattern. In bringing in the new development opportunities as well as facing the transition difficult question. But on the whole, the phenomenon of excessive competition in China's retail industry has been highlighted, the overall competitiveness is not strong, the business model needs to be transformed, zero for the tension, rising cost pressure, domestic traditional retailing by huge challenges, foreign investment in increasing competition pressure many problems still exist, such as [3] : 

 

(1) operating costs, excessive competition problem worse. According to China's retail competition condition judgment, because the domestic retail market concentration is not high, is the development trend of large-scale level is still low, however, is difficult to form scale effect, cost of sales, management costs, operating costs, such as climbing, product prices down to near or below the average cost and loss situation is more serious, the profit level is low, presents the obvious characteristics of excessive competition. 

 

(2) the overall competitiveness is not strong. Since our country comprehensive opening to the outside world, with the change of consumer demand and the retail market competition intensifying, emerging retail formats to get fast development, as China's retail industry scale main power, but a variety of retail formats to development is still in a state of groping, well, not fully development enterprise on a smaller scale, competition ability is still very weak. Operation strategy and a relatively backward management concept, management means a single, lack of human resources advantages, the lack of long-term strategic planning, disorderly phenomenon is more serious, there is no competition advantage. 

 

(3) the information degree is not high, backward technology, lack of innovation ability. China's retail enterprise management level and management level is not high, commodity standardization innovation ability is weak. Due to the low level of information technology, modern management information system, electronic data processing systems, automation management system using modern information technologies such as difficult, cause the chaining degree is not high, information transmission speed is slow, and the influence on the overall efficiency. 

 

(4) formats structure is not reasonable. At present, China's circulation has been fully open, foreign investment into the way, the strength and domain have changed, increasing degree of market opening, impact the structure of the domestic original forms, make local retail formats structure is not reasonable phenomenon has gradually come out. Main performance are: unreasonable layout of the formats, unbalanced structure, organization degree is low, operation is not standard, the advantage of various formats is hard to play, it is difficult to form own characteristic mode of commercial operation. #p#分页标题#e#

 

Based on the current situation of the development of China's retail industry and the analysis of existing problems, combined with the actual situation of the current retail and all kinds of comprehensive factors, the following will make simple introduction on the development trend of China's retail industry. 

 

1.3.3 development trend 

 

, although there are many problems in China's retail industry in the national economic structure adjustment and upgrading of industrial structure and consumption structure change under the influence of policy guidance and market environment, still can appear some new trends: 

 

(1) a trend too diversified development of retailing forms, multiple formats are racing to develop retail chaining trend is obvious. Steady development in recent years, the traditional department store retail at the same time, the diversification trend of retailing forms increasingly obvious, chain operation as one of modern circulation methods become retail industry the main business organization, chain enterprises from less to more, since the childhood, continue to grow stronger, a huge increase in multiple formats of retail enterprises, supermarkets, convenience stores, speciality store, stores, shopping centers, warehouse stores, non-store sales, such as rapid development, chain model is widely used in various retail formats. The diversification of marketing and management forms of increasingly perfect, bringing great living, consumers shopping more convenient and quick. 

 

(2) the continuous development of informatization, retail goods way to trade has become increasingly diversified. Along with the market conditions, the consumption structure and the changing of retail development environment, in order to adapt to the diversification of retail format development trend, chain management, logistics, e-commerce, franchising, etc., will get rapid development. With the constant improvement of the degree of informatization, informatization promoting circulation modernization, develop the chain operation, unified distribution, e-commerce and other modern ways of distribution, to promote the fast development of the network shopping requirements is more and more important. According to the China electronic commerce research center statistics, in 2010 China's e-commerce market turnover has amounted to 4.5 trillion yuan, up 22% from a year earlier. Among them, (B2B) transactions between enterprises reached 3.8 trillion yuan, online retail turnover reached 513.1 billion yuan. In addition, the domestic e-commerce service enterprise has reached 25000, 1880 network group purchase enterprises. The rapid development of modern circulation system, reduce the circulation cost, expanding consumption, guided play an important role in production, etc. 

 

(3) concentration of retailing industry to strengthen, retail commodity trading market development, the retail market shift. Pattern of all-round opening to the outside world in the future in our country the basic no fundamental change takes place, will also continue to be developed at home, foreign retail expansion continues to accelerate, the will of local small and medium-sized retail enterprises and regional chains have big pressure, industry concentration increased. With the improving of the rural residents' consumption level and the continuous growth of the urban and rural residents' consumption ability, China's retail market will continue to expand, there will be a shift from cities to the trend of the development of second - and third-tier cities. #p#分页标题#e#

 

(4) the retail market, circulation field will be fully opened to enter stage. As retail to procurement center, logistics and distribution system and so on multi-dimensional evolution, open field expands unceasingly, open range by a few categories gradually achieve fully open, a large number of foreign retail enterprises continue to come into circulation. According to relevant data show that in recent years there have been more than 50 international opening in large-scale retail enterprises in China, foreign retail enterprises to open stores amounted to more than 15000, a business area of nearly 14 million square meters, accounting for the proportion of total retail chains were 8.7% and 13.7% respectively. The entry of foreign capital circulation enterprises, not only for the reform of China's circulation industry provides capital support, but also brought the advanced management concept, management mode and business format, trained a group of outstanding management personnel, have greatly enriched the products on the market, meet the residents increasingly diversified consumer demand. In the internal opening to the outside world, many private capital is also widely into the circulation field, added fresh impetus for development of circulation industry. Limitation above retail enterprises in the total sales in 2010, domestic enterprises accounted for 87.2%, Hong Kong and Macao Taiwan investment enterprises accounted for 4.4%, 8.4% of enterprises with foreign investment. Fully open in the field of circulation, will become a new trend in the development of China's retail industry, to promote the development of the retail market is of far-reaching significance. 

 

2 local retail enterprise development present situation 

 

Content in the last chapter, based on the concept, classification of retailing forms of retailing, the current China's retail industry development present situation, the brief analysis of the existing problems and development trends, also analyzes the industry environment. As retail entity retail enterprises to develop in such a climate, it is necessary to understand the status of the industry development from the macroscopic, then according to their own actual situation for management and decision-making, to promote its better development. Local retail enterprise in the face of the complex industry environment, how to raise their competitive power, so that in an impregnable position in the fierce competition is particularly important. However, the current domestic retail enterprises face how condition, competitive power how? As described below. 

 

2.1 the local retail enterprises macro environment analysis 

 

Enterprise external environment has two characteristics: complexity and instability of the complex environmental factors and unstable environment, often affect the enterprise to the environment of mastery and control ability. Enterprise as an open system, it faces the external environmental factors can present diversified development trend, the domestic retail enterprises macro environment analysis is the need to clear the purpose of the existing environmental conditions, the enterprise itself can do to improve their core competitiveness, through adjusting the relevant strategies to adapt to the change of external environment, and to take advantage of external environment to obtain competitive advantage. #p#分页标题#e#

 

In recent years, facing the complicated and changeable international situation and domestic economic operation in the new situation of new problems, and with scientific development as the theme, the CPC central committee and the state council to transformation of the mode of development as the main line, not only for economic structure adjustment and upgrading of industrial structure, adhere to the implementation of proactive fiscal policy and prudent monetary policy, and continuously strengthen and improve macroeconomic regulation and control, and formulated a series of improve the level of consumption, expanding domestic demand a long-term mechanism of measures, make the development of national economy to continue moving towards the expected direction of macroeconomic control. As an important force of stimulating domestic demand, the development of retail enterprises will play a vital role. Development of China's political system is good, the government established a series of basic policy in a row, in terms of industrial policy, under the policy guidance of stimulating domestic demand, key support to the development of domestic retail enterprises have been mentioned a very important position. 

 

Constitute the enterprise survival and development of social economy and national economic policy, mainly includes the economic system, economic structure, economic strength, the industrial layout, economic development level, etc. Economic environment is a diverse and dynamic system which influence the development of the retail enterprises in our country and the improvement of competitiveness. In recent years, China's economic development overall situation is good, the GDP growth has been quite stable and at a higher level, the macro-control makes our country currency interest rates, inflation rate, the CPI index are maintained a stable development situation, the steady development of the economic indicators will in the long term to strengthen our country's economic strength, domestic demand, raise the spending power of residents in our country, the changing consumption idea and consumption structure, can expand domestic demand to strengthen the domestic market in our country. As shown in the figure below, in recent years, China's gross domestic product (GDP) and total retail sales of social consumer goods are stable, the development trend of the domestic retail enterprise's healthy development has very important significance. 

 

Figure "06-2010 China's gross domestic product (GDP) and total retail sales of social consumer goods growth charts [4] 

 

Figure "06-2010 China 's GDP and social retail sales of consumer goods grew Chart 

 

With the improvement of China's national economic development level, people's income levels rise, significantly improved living standards, consumption demand, cultural traditions, values, consumer preferences, social structure and the influence of various factors such as population size, its formation change situation of retail has produced important influences on the business activities of enterprises. These factors not only affects the society and consumer demand for goods, also restricts the domestic retail enterprise strategic choice and management practice. #p#分页标题#e#

 

Today's society, the progress of science and technology and the popularity of electronic network technology application, greatly changed the way people live. For the retail enterprises in our country, must also develop the management information system, electronic information technology, network technology and other modern science and technology, these elements of science and technology and is directly related to the elements of a collection of various elements, a direct impact on the development of retail enterprises. , for example, online shopping has developed rapidly in recent years, the development of electronic commerce used for each to develop online retail enterprise has a vital role, for domestic retail enterprises to expand the consumer goods market in China, to carry out the electronic commerce also becomes a necessary choice, however, the current domestic is in the period of the development of e-commerce, use also is not very mature, domestic retail enterprises is limited by technology, also can't very well using the electronic commerce, this also to some extent restricted the development of enterprise. 

 

To sum up, the above factors to a certain extent, affects the development of the domestic retail enterprises, domestic retail enterprises how to break through the limit, the use of favorable conditions to resolve its all sorts of problems encountered in the process of development, promote the development of enterprise itself is a very practical problem. Below the domestic retail enterprises in our country the development situation of domestic and foreign retail enterprises in China were analyzed. 

 

2.2 domestic and foreign retail enterprises in the domestic development condition 

 

2.2.1 the development of domestic retail enterprises 

 

According to China association of chain operation, according to a survey in 2010 chain enterprises of China top ten take seven domestic retail enterprise, top sales reached 1.66 trillion yuan, up 21.2% year on year, total retail sales of social consumer goods by 2.8% higher than that of growth. Enterprises of store a total of 150000, up 9.8% from a year earlier. Enterprises of sales accounted for 11% of the total retail sales of social consumer goods, flat with the previous year. Suning appliance group with 156.2 billion yuan of sales chain scale in China's top leaders, gome electrical appliances, the bailian group co., LTD., dashang group co., LTD., vanguard co., LTD., with 154.9 billion yuan respectively, 103.7 billion yuan, 86.2 billion yuan, 71.8 billion yuan of sales ranked second to fifth place. Top the end, a sales of 2.2 billion yuan, an increase of 37% over the previous year. A total of 60 domestic retail sales enterprise scale grew more than 10%, of which there are 16 rose more than 30%, and the number of stores rose more than 10%, local retail chains sales rise obviously, shows that enterprises operating quality improvement. From the overall, domestic local retail enterprises accounted for the vast majority of the top retail chain enterprises in China, for 79, down from last year. In addition, the domestic retail enterprises and opening speed of sales growth is generally lower than foreign investment. But part of the enterprise development speed obviously in 2010, set up shop in sales or rose more than 40%. Local chain retail enterprises sales account for top the proportion of total sales also fell. #p#分页标题#e#

 

2.2.2 the development of foreign retail enterprises 

 

In recent years due to the foreign capital retail companies increased investment in our country, the original mature business model successfully applied in our country, the market share increase steadily. In 2010, the retail chain enterprises allows foreign retail enterprises there are 21, sales grew by 17.1%, at 303.6784 billion yuan, accounting for 18.26% of total top sales, retail shops also increased by 15%, to 6836, accounting for 4.5% of the total top shops. Of foreign retail enterprises mainly engaged in large supermarket formats, occupies dominant position in the field. Main five large foreign supermarket 140 new stores, new openings increased by 22% over the previous year. 

 

Data show that foreign retail enterprises in our country development momentum is swift and violent, expansion speed, mergers and acquisitions wholly, become the key way of expansion, mergers and acquisitions mode, a more comprehensive, regional expansion has been gradually moving westward, began to shift to the Midwest and the second - and third-tier cities, foreign retail enterprises has become an important active factors in China's retail industry. 

 

Then comparative analysis 

 

Through to the domestic retail enterprises and foreign retail enterprises in the development of domestic situation analysis can be seen that the expansion of foreign retail enterprises speed higher than domestic retail enterprises, the scale and sales are sales increase steadily, and development in good condition, to enhance profitability, while the speed of domestic retail enterprises has slowed, and a low profit margin, in every way there exists a certain gap with foreign retail enterprises. 

 

Image of 06-2010 foreign investment enterprises and domestic retail sales accounted for the proportion of the national top retail chain figure [6] 

 

Figure 3:20 06-2010 sales of foreign and local retail businesses accounted for the national retail chain of 100 proportions 

 

2.3 local retail enterprises' competitiveness 

 

Retail enterprise competitiveness refers to the enterprise existing people, goods, content in the dynamic combination and use of resources and management ability, is able to bring to retail enterprises competitive advantage of resources and capabilities. Mainly embodied in the rapid expansion of capacity and cost control ability, marketing service ability, financial operation ability, innovation ability, brand value, ability, information technology and talent aggregation ability, etc. At present, the domestic retail enterprises competitiveness is weak, it is difficult to compare with powerful foreign retail enterprises. 

 #p#分页标题#e#

(1) in expansion ability, domestic retail enterprises are hard to break through the regional limits and conducting cross-regional business. From the perspective of the development of the retail enterprises in our country in recent years, sales of more than ten billion yuan of large retail enterprises, regional companies account for a relatively high proportion. These enterprises bigger and stronger in this area, subject to the conditions of regional development the space is lesser, it's hard to make it more powerful retail enterprise scale, tension in the process of expanding obviously inadequate. 

 

(2) in terms of cost control, the rising prices in China, the human cost, rent, water and electricity costs, operating costs, is growing rapidly, and commercial service enterprise tax burden is overweight, procurement and logistics cost is high, serious loss of goods, increasing the retail enterprise management costs. Local retail enterprise's ability to control costs also there exists a big gap with foreign retail enterprises. 

 

(3) in terms of marketing service ability, the current domestic retail enterprises in the aspect of operation forms although increased, but the operation forms of a single condition still exists, chaining operation level is not high, the low level of overall service. While still taking charge high entry fee to the businessman and rebates, a point of management mode, this way has become a commodity prices are relatively high in China, the prices of important factor. Product quality issues and fraud, not only affects the interests of consumers, but also conducive to further promote consumption. 

 

(4) in financial operation ability, domestic retail enterprises in the internal financing ability and the ability of capital turnover control ability is insufficient, not form a reasonable financial planning, financial operation cost is higher, low profit margins. 

 

(5) in the aspect of innovation ability, the domestic retail sales enterprise business model is not mature, the low level of the development of the business model, innovation ability is bad, can't through innovative new business models and channels to attract more consumers and capture the new consumer demand. 

 

(6) in terms of ability of brand value, domestic retail enterprise brand construction ability is not strong, failed to establish their own brands, compared with those of foreign retail enterprises ability of brand value difference is self-evident. 

 

(7) in terms of ability of information technology, with the development of economic globalization and information network, information technology is essential to the local retail enterprise development, modernization of management information systems, electronic data processing systems, automation management system such as information technology application level and information management ability is low, e-commerce in China is in rapid development period, development space is huge, but the electronic commerce policies and regulations is not sound, to guard against operational risks, establish risk prevention mechanism. #p#分页标题#e#

 

(8) in talents converging ability, as a result of treatment of domestic retailing is generally low, personnel promotion channel impeded, personnel career planning is not perfect, many factors such as enterprise atmosphere is bad, caused the shortage of retail enterprises in our country, the personnel quality is not high, directly restricts the development of enterprises. 

 

Compared with foreign retail enterprises, domestic retail enterprise competitiveness is not strong has become an indisputable fact that how to improve the competitiveness of the domestic retail enterprises, cultivating its core competence has given it in the domestic market competitive advantage is very important to the sustainable development of the retail enterprises in our country. 

 

3 local retail enterprise core competitiveness 

 

3.1 enterprise core competitiveness theory 

 

Core competitiveness is also called The Core Competence, The concept of The university of Michigan business school professor prahalad (C.K.P rahalad) and London business school professor hamer (we amel) in The harvard business review in 1990 published "on The company's Core Competence" (The Core Competence of The Corporation) is first proposed in The article. In this paper core competence is defined as "makes the commercial individual technology and production skills can quickly adapt to the environment changes", is "the organization of cumulative knowledge, especially the unique use of enterprise resource". After the two academics, many scholars abroad have also put forward the ideas about the core competitiveness, core competence has become the focus of management and business enterprises in Europe and America. As the name implies, the enterprise core competitive ability is refers to the enterprise formed for a long time, contain in the essence of enterprise, enterprise's unique, support enterprises in the past, present and future competitive advantage, and make the enterprise in the fierce competition environment to the core competence of initiative for a long time. 

 

3.1.1 the connotation of core competence 

 

Core competence is accumulated in the growth of the enterprises in the past history, is the carrier of core competitive power of whole enterprise. It is not fixed, certain conditions can be transformed to a certain period; It is among the highest in the enterprise strategic level, the most enduring ability, is the theme of the enterprise strategy; It has opened a variety of potential market and expand new areas of industry; It is the basis and source of enterprise competitive advantage, is the enterprise of its own ability. Enterprise core competitive ability in the enterprise in a core position, make the competition in a long period of time is difficult to go beyond, enable enterprises to maintain long-term stability of competitive advantage, in order to obtain the stable excess profit, the formation of it go through enterprise internal resources, knowledge, technology and other elements of the accumulation and integration. #p#分页标题#e#

 

3.1.2 retail features and constituent elements of enterprise core competitiveness 

 

Enterprise core competence has value, uniqueness, scarcity and difficulty of alternative, ductibility, persistence, systematic, difficult to imitation, and other characteristics, retail enterprise's core competitiveness is in addition to the general enterprise core competitive ability, also has its own characteristics. Is shown as: (1) service features, retail enterprise's core competence is reflected more on services rather than products, so the service characteristics. (2) knowledge, knowledge is more strong capacity of organization and management in retail enterprises core competence has the vital role, the retail enterprise core competition requires managers are highly integrated knowledge management and organizational capabilities. (3), retail under changing development, emerging forms appear constantly, have their own different characteristics, different formats and therefore also requires as industry entity retail enterprise also has the difference. 

 

Retail enterprises in the competition of competitive assets and ability structure is the basic elements of its core competitiveness, mainly for retail enterprises to set up their own development strategy according to the variation of environment many resources and strategic capabilities as well as for the retail industry in the retail enterprise organization structure, business model, business philosophy and corporate culture of organization integration ability. Embodied in technical skills, management ability, innovation ability, market forecast and reaction ability and integration ability, etc. 

 

3.1.3 core competitiveness in the retail enterprise internal use 

 

How core competitiveness in the retail enterprise to realize the combination of technology and skills, must be to retail enterprises in the internal conditions are analyzed in the process of development, to understand the status of the surrounding environment as well as the advantages and disadvantages of itself, the opportunities and threats; Must be on one's own business model, profit, cost control ability, the factors combination ability, the ability to capture consumer demand, the fund-raising ability, the information technology ability and operation ability and other aspects of ability is analyzed; To fully understand the enterprise resources, and then to confirm of retail enterprise's core competitiveness, to ensure that the core competitiveness can be transformed into their own strength, in order to gain sustainable competitive advantage, can make the enterprise sustainable development in the complex industry environment. 

 

3.2 local retail enterprise core competitive ability cultivation and management 

 

3.2.1 local retail enterprise core competitiveness #p#分页标题#e#

 

Core competence is the source of enterprise sustainable competitive advantage, is an important means of enterprise maintain competitive advantage, resources and the core competitiveness of enterprises due to have different and produce difference between different enterprises. These relative to the competition for scarce resources and ability if we can implement appropriate matching with environment change, will form the basis of enterprise competitive advantage. For domestic retail enterprises to succeed in the competition with foreign, promote the sustainable development of domestic retail enterprises, must be based on the current domestic economic development, industry situation and domestic conditions, economic structure adjustment and speed up the cultivation of core competitiveness, so that they can in the fierce competition with foreign retail enterprises gain advantage continuously, achieve long-term development. Domestic retail enterprises to cultivate the core competitiveness, establish long-term competitive advantage, it is not enough to have the capacity to a particular aspect, must carry on the cultivating the core competitiveness of all-round, can get two methods through internal development and external. Internal development refers to the enterprise to create core competitive ability, according to their own situation, by prior agreement of strategic planning guidance, foster and form the core competitiveness, it is a creativity in the process of accumulation. In the internal development, must first determine the core competence of enterprises to formulate to cultivate, combination and then through the rational allocation of enterprises owned by the various elements and resources and strengthen the basis of the domestic retail enterprise ability, in order to gain core competitiveness. External access is that domestic retail enterprises according to their own to cultivate the core competitiveness, the selected foreign retail enterprises with the core competitiveness, and then through joint development way to obtain the core competitiveness. 

 

In the process of core competence, no matter what kind of cultivation ways, should be in combination with the practical situation of the enterprise and enterprise development stage characteristics of elements integration, take a different approach for dynamic cultivation. 

 

3.2.2 local retail enterprise core competitive ability of management and development 

 

With the unceasing change of environment and the core competitive ability is gradually substitutes and imitation, the persistence of competitive advantage is bound to be affected. Effective management of the existing core competitiveness and development of new core competence becomes an important task facing domestic retail enterprises. Domestic retail enterprises at present should be based on cultivating the core competitiveness of enterprise strategy, and timely confirm with core competitiveness, core competitiveness development plan, foster new core competitiveness, optimizing the allocation of the core competitiveness and protect the core competitiveness, and through continuous investment and innovation, to ensure continuous and stable development of domestic retail enterprises can. #p#分页标题#e#

 

3.3 some ways to local retail enterprise core competitiveness 

 

"Twelfth five-year" period, realize the goal of social and economic development in our country in the future, closely around promote scientific development, accelerate transformation of the mode of economic development, has been clear about the major policy orientation [7] : strengthen and improve macroeconomic regulation and control, reasonable regulation of economic growth, to realize the quality of economic growth and structure benefit unifies. Establish long-term effective mechanism of expanding consumption demand, expanding consumer demand as the focus of expanding domestic demand strategy, by implementing a series of measures to enhance the capacity of residents' consumption, improve consumer expectations, promote the consumption structure upgrade, further release of urban and rural residents' consumption ability, expand the overall scale of China's market. Adjusting and optimizing the investment structure, rely on scientific and technological innovation to promote industrial upgrading, and realize the sustainable development of economy in our country. Under the policy guidance, as an important force to expand domestic demand, domestic retail enterprises must be combined with the actual and the actual situation in our country, using local advantages, to speed up the cultivation form their own core competitiveness, thus in the fierce competition with foreign retail enterprises can win. Below around the domestic retail industry environment and retail industry and local retail enterprise in developing facing difficulties and the status quo, put forward about how to improve some concrete ways of domestic retail enterprise's core competitiveness. 

 

(1) in expansion ability, domestic retail enterprises to quicken the strategic adjustment, enhance the capacity of commodity circulation, realize scale management. Domestic retail enterprises to combine the domestic actual situation, the use of local advantages to cultivate matching of large circulation enterprises with retail enterprise group, promote the circulation of commodities. To constantly adjust the investment structure, realize the diversification of investment, to attract more capital investment in the domestic retail enterprises, forming the reasonable structure of property rights. Corporatization reform at the same time, form a reasonable standard of corporate governance structure, improve the level of local retail enterprise organization management, scale level. Through cross-regional merger and reorganization, make advantage enterprises break through the geographical restrictions, to speed up the regional expansion, conducting cross-regional business, achieve scale development. Improve the ability of market positioning, to promote the industrial transfer and the reasonable layout, gradually achieve industry layout consists of a second-tier cities gradually shift to three or four cities and even in rural areas. According to the national policy guidance's message, conducting market research actively, understand the market demand, to capture new consumer demand, through market mechanism, effectively change business management mode, actively participate in the competition, encourage competition ordering and standardization development has expanded in scale management and ability was improved. In decision-making in the process of expansion to achieve truly unified, forming reasonable operation, accounting mechanism and characteristic of the domestic retail enterprises core competitiveness. #p#分页标题#e#

 

(2) in terms of cost control ability, domestic retail enterprises to continuously strengthen the supply chain management, quicken the construction of logistics distribution channels, and reasonable logistics distribution network, and implement the marketing plan as a whole, resource sharing, reduce logistics cost. Reasonable supply chain management, suppliers selection and management is the foundation of supply chain management; For the procurement process, procurement cost, procurement personnel supervision, goods in and out of purchasing management is the key to improve internal efficiency; To strengthen the inventory management, optimize the order process, the reasonable control inventory goods turnover and loss is the key point of commodity circulation; Strengthen logistics management, reduce logistics cost is fundamental to improve supply chain efficiency. Ability to implement the four aspects of integration, can be gradually formed in terms of cost of core competitiveness. In terms of expenses, to develop reasonable expenses management system, to carry on the reasonable planning, looking for space, reasonable control and save cost. At the same time, strengthen staff training, improve the work efficiency, reduce labor cost and management cost. 

 

(3) in terms of overall marketing service ability, domestic retail enterprises through various methods and means, constantly raise the level of their marketing. To continuously explore new retail formats, according to the laws of the market, scientific structure of configuration forms, realize the common development of multiple formats, improve market competitiveness. To change mode of operation, to develop chain operation, improve the level of chaining, consolidate the market share. By cultivating a group of small and medium-sized retail enterprises chaining, quickly take in the process of urbanization in China and emerging markets, expand sales space, at the same time by chaining operation, cut some additional fees, reasonable control commodity prices. To strengthen customer relationship management, improve customer satisfaction, strengthen the study of consumer, grasp consumer market dynamic change, establish the customer information system; To carry on the accurate market positioning, timely capture new customer needs, make good use of the customer this kind of scarce resources. To reasonable layout of logistics node, timely grasp the dynamic circulation of commodities, safeguard the commodity circulation channels, to ensure timely supply of goods, to prevent out of stock. To continuously strengthen the consciousness of social responsibility and social responsibility to prevent the crisis. Increasingly fierce competition, consumers' purchase decision based on the reality of the enterprise, more quality and fraud problems seriously affected the enterprise's image and reputation, social responsibility problem that nots allow to ignore. To set up the mechanism of industry union, realize the local retail enterprise, industry and agriculture, science and technology, finance and so on many industries, strengthen the overall marketing service ability. #p#分页标题#e#

 

(4) in financial operation ability, domestic retail enterprises on the basis of their own power, reasonable use all kinds of matching funds, at the same time actively make good use of all kinds of folk capital, and government entities at all levels to import capital, within the scope of the policy, to properly use a variety of large-scale public service facilities, promote the circulation of commodities, improve the efficiency of capital turnover. Formulate and improve enterprise financial planning, reduce financial operation cost, realize the rational use of funds. To achieve good financial operation, is the key to enhance the core competitiveness. 

 

(5) in the aspect of innovation ability, the domestic retail enterprises should be based on domestic, looking abroad, continuously strengthen the cultivation of learning ability and innovation ability, the introduction of innovative talents and innovative business model, and at the same time to develop a new market potential, grasp the market dynamics, innovation business mode, operation mode. To improve the innovative service and reward mechanism, encourage employees to innovate, improve core competitiveness with the innovative achievements. 

 

(6) in terms of ability of information technology, domestic retail enterprises through the introduction of technical personnel, to increase capital investment, strengthening the construction of informatization, improve the information transmission ability and the ability to use information system, make full use of network technology development of electronic commerce. With the development of information technology and information network, e-commerce to become the future development trend. In our country, it is the electronic commerce rapid development period, development space is very large, sustained and rapid development of electronic commerce in the prosperity of the domestic market, expanding consumption, reduce logistics cost, improve the circulation efficiency, retail enterprise core competitiveness plays an important role. Retail enterprises should seize the development opportunity, win the market share of online sales. To carry out the electronic commerce not only should actively fast on action, and pay attention to the business model innovation, can't just copy foreign operation mode, to combine the specific circumstances, innovation model. At the same time, China's e-commerce development is still in its infancy, the overall application level is low, the trading environment needs to be improved, the social public recognition and acceptance of e-commerce, e-commerce information disclosure, funding remains to be normative behavior such as payment and goods delivery, electronic business policies and regulations is not sound, to guard against operational risks, establish risk prevention mechanism. 

 

(7) in terms of talents converging ability, domestic retail enterprises to improve the strategy of talent introduction and cultivation of talents and elimination mechanism, to attract more excellent talents. At the same time to strengthen human resources management, formulate reasonable performance evaluation mechanism and perfect incentive mechanism, improve the quality of the staff, the human resources management to reduce costs, improve competitiveness. #p#分页标题#e#

 

(8) in terms of brand construction ability, domestic retail enterprises should vigorously strengthen the building of their own brands, enhance brand building ability. Own brand means better quality, lower prices, faster development, own brand integration development, can make goods from production to sales to vigorously strengthen the building of their own brands, enhance brand construction ability, ability of the brand value is of far-reaching significance for retail enterprise core competitiveness. 

 

Rapid expansion ability 

 

The cost control ability 

 

The overall marketing service ability 

 

Financial operation ability 

 

The innovation ability 

 

Information technology skills 

 

Talents converging ability 

 

Brand building ability 

 

Domestic retail enterprises core competitiveness 

 

Figure 4: local retail enterprise core competitive ability components 

 

Figure 4: the Local retail core competitiveness of enterprises 

 

Can be seen from the above, local retail enterprise in cultivating the core competition, must carry out the combination of factors of core competitiveness, improve the enterprise expansion, cost control, integrated marketing service, financial operation, innovation and information technology, talents converging ability and brand construction, and constantly consolidate, to form contained in the local retail enterprise in the endoplasmic reticulum, and unique for the enterprise, enterprise to support in the past, present and future competitive advantage, and make the local retail enterprises can develop in the fierce competition environment. 

 

Conclusion 

 

To sum up, this article through to the concept of retail industry and local retail enterprises, the present situation and existing problems, development trend and competitive situation has carried on the comprehensive analysis, and then combined with our country's policy guidance and core competence theory, the domestic retail enterprises in the fierce environment how to carry out the core competitiveness cultivation, development and management, in order to obtain sustainable competitive advantage. Under the new situation the local retail enterprises should timely grasp the change of macro environment and the development of foreign retail enterprises dynamic, combinative oneself is actual timely adjust strategy, enhance core competitiveness. 

 

Review of the full text, the main draw the following conclusion: #p#分页标题#e#

 

(1) with the improvement of China's economic strength, adjustment of economic structure, change the way of economic growth, expanding domestic demand a long-term mechanism, improve the residents' consumption ability under the policy guidance, such as local retail enterprises as an important force of stimulating domestic demand, must speed up cultivating core competitive ability, thus in the fierce competition with foreign retail enterprises can win. 

 

(2) as the improvement of China's opening to the outside world, foreign retail enterprises have entered the market in our country, to a certain extent changed the retail market in our country, caused a great impact on the development of domestic retail enterprises. Domestic retail environment has become increasingly complex, domestic retail enterprises must be based on the analysis of the environment, based on domestic, looking abroad, continuously explore new development model, to improve their core competitiveness. 

 

(3) local retail enterprises to continuously strengthen competitive elements integration ability, realize the retail enterprises is the core competitiveness, improve enterprise expansion ability, cost control ability, integrated marketing service ability, financial operation ability, innovation ability, ability of information technology and talent agglomeration and brand construction, quicken the cultivation and management of the core competitiveness, core competitiveness exert its effect in improving the efficiency of enterprise management, and makes the domestic retail enterprises to obtain sustainable competitive advantage, in the development of the enterprise itself to get at the same time be able to promote domestic demand in our country power, drive the contribution to the sustainable development of our country national economy important strength. 

 

Due to the core competence theory itself also needs further development and improvement of the ability and knowledge, to apply it to the local retail businesses seem to be some difficulties, such a business entity on the analysis of the problems still lacks depth and strength, mastery of certain issues and theories apply is not accurate enough, so that the paper has many shortcomings. This paper is combined with the reality of domestic retail enterprise how to improve the brief analysis of the core competitive force, it remains to be further improvement. 

 

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