零售业连锁经营现状分析及对策研究
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摘要
自从1852年第一家百货商店在法国开设以来，现代零售业已经经历了一百五十多年的发展历程，由起初的单店经营逐步向连锁经营发展。而且，伴随着零售业业态的不断创新和多样化，连锁经营显示了强大的影响力和生命力，已经成为零售业主要的经营形式。
连锁经营先后出现了三种形式——正规连锁、自由连锁和特许连锁，经历了传统连锁、高速发展和现代连锁三个发展阶段。零售业业态的连锁经营分别经过了不同的历程。无论传统的零售业态，还是新型的零售业态，连锁经营对其发展起到了关键的作用。传统零售业态(比如百货业)原来采取的单店经营方式，早已进入了衰退期，而连锁经营的方式(比如百货连锁)使传统连锁业态重又开始了新的发展。新型零售业态从一开始就利用了连锁经营规模经营低成本的优势，从而大大缩短了起始期和成长期，很快具备了与传统零售业态分庭抗礼的实力。本文根据零售转轮理论和生命周期理论分析了零售业连锁经营取代单店经营的机理，以及连锁经营后，零售业态之间不断转化的规律。
我国零售业连锁经营开始于上个世纪八十年代末，起步较晚，已经历了初始期，现在还处在起步成长期阶段。通过对我国经济环境、社会环境、技术环境和政治环境的分析，说明我国零售业连锁经营的必要性和可行性。同时我国零售业连锁经营已经呈现了群店化、一体化、业态多样化、国际化、信息化、物流现代化和品牌化经营发展的趋势。
但是，我国零售业连锁经营仍然存在布局不合理，忽视品牌建设、规模小、
经营分散，国际化落后等等诸多问题。由此，本文提出发展零售业连锁经营，
必须有政府的强力又持，在政策上的倾斜、法规的制定、基础建设等方面加强
建设;还有协会在连锁经营规范化、科学化，信息服务、法律咨询等方面的全
力辅助;尤其需要我国零售企业自身在规模化经营、品牌建设、信息化管理、
人才一培养、国际化战略以及丰富连锁形式等方面着力改善，尽快缩短与发达国
家零售业的差距。
Since the first department store opened in France 1852, the modern retailing has been developed around 150 years, from elementary single to chain store. Moreover, accompanied by continuous creation and diversification of the retailing status, chain store has showed great power of influence and life, and has become the main style of retailing.
There are three types of chain store, regular chain, voluntary chain and franchise chain, and chain store has undertaken three periods-traditional chain, high speed development, and modern chain. Each chain store of retailing status has undertaken different periods. Either traditional retailing status or new style retailing status, chain store played an important part in the development. The single store adopted by traditional retailing status (for example department store) has entered in twilight, however, the style of chain store (for example department store chain) makes traditional chain status to a new start. Due to the low cost of business at beginning, new retailing status has shortened starting period and growing period and has the power against traditional retailing immediately. According to the methods of the wheel of retailing and the life cycle, author analyzes the mechanism of single store replaced by retailing chain store and the principle of transformation among retailing after chain store.
The retailing in China started in 80's last century, it undertook start period and is now in the growing period. By the analysis of economic circumstance, social
circumstance, technological circumstance and political circumstance, the retailing chain store in China is necessary and feasible. And the retailing chain store in China is now in the tendency of group stores, integration, internationalization, information, logistics modernization and brands busimess.
Anyway, the retailing chain store in China has some problems such as improper layout, neglectful brands development, small scale and decentralized business, etc. Therefore, the paper proposes that the development of retailing chain store should be supported by the government in policy, regulation and basic construction, and the association as the sub-supporter should provide assistance in standardized and scientific management, information service and legal consultant.
For the enterprise of retailing chain store in China, the improvements should be made on volume business, brand development, information management, personnel training and international strategy in order to narrow down the distance between China and developed countries.
连锁经营先后出现了三种形式——正规连锁、自由连锁和特许连锁，经历了传统连锁、高速发展和现代连锁三个发展阶段。零售业业态的连锁经营分别经过了不同的历程。无论传统的零售业态，还是新型的零售业态，连锁经营对其发展起到了关键的作用。传统零售业态(比如百货业)原来采取的单店经营方式，早已进入了衰退期，而连锁经营的方式(比如百货连锁)使传统连锁业态重又开始了新的发展。新型零售业态从一开始就利用了连锁经营规模经营低成本的优势，从而大大缩短了起始期和成长期，很快具备了与传统零售业态分庭抗礼的实力。本文根据零售转轮理论和生命周期理论分析了零售业连锁经营取代单店经营的机理，以及连锁经营后，零售业态之间不断转化的规律。
我国零售业连锁经营开始于上个世纪八十年代末，起步较晚，已经历了初始期，现在还处在起步成长期阶段。通过对我国经济环境、社会环境、技术环境和政治环境的分析，说明我国零售业连锁经营的必要性和可行性。同时我国零售业连锁经营已经呈现了群店化、一体化、业态多样化、国际化、信息化、物流现代化和品牌化经营发展的趋势。
但是，我国零售业连锁经营仍然存在布局不合理，忽视品牌建设、规模小、
经营分散，国际化落后等等诸多问题。由此，本文提出发展零售业连锁经营，
必须有政府的强力又持，在政策上的倾斜、法规的制定、基础建设等方面加强
建设;还有协会在连锁经营规范化、科学化，信息服务、法律咨询等方面的全
力辅助;尤其需要我国零售企业自身在规模化经营、品牌建设、信息化管理、
人才一培养、国际化战略以及丰富连锁形式等方面着力改善，尽快缩短与发达国
家零售业的差距。
Since the first department store opened in France 1852, the modern retailing has been developed around 150 years, from elementary single to chain store. Moreover, accompanied by continuous creation and diversification of the retailing status, chain store has showed great power of influence and life, and has become the main style of retailing.
There are three types of chain store, regular chain, voluntary chain and franchise chain, and chain store has undertaken three periods-traditional chain, high speed development, and modern chain. Each chain store of retailing status has undertaken different periods. Either traditional retailing status or new style retailing status, chain store played an important part in the development. The single store adopted by traditional retailing status (for example department store) has entered in twilight, however, the style of chain store (for example department store chain) makes traditional chain status to a new start. Due to the low cost of business at beginning, new retailing status has shortened starting period and growing period and has the power against traditional retailing immediately. According to the methods of the wheel of retailing and the life cycle, author analyzes the mechanism of single store replaced by retailing chain store and the principle of transformation among retailing after chain store.
The retailing in China started in 80's last century, it undertook start period and is now in the growing period. By the analysis of economic circumstance, social
circumstance, technological circumstance and political circumstance, the retailing chain store in China is necessary and feasible. And the retailing chain store in China is now in the tendency of group stores, integration, internationalization, information, logistics modernization and brands busimess.
Anyway, the retailing chain store in China has some problems such as improper layout, neglectful brands development, small scale and decentralized business, etc. Therefore, the paper proposes that the development of retailing chain store should be supported by the government in policy, regulation and basic construction, and the association as the sub-supporter should provide assistance in standardized and scientific management, information service and legal consultant.
For the enterprise of retailing chain store in China, the improvements should be made on volume business, brand development, information management, personnel training and international strategy in order to narrow down the distance between China and developed countries.
引文
[1] 菲利普·科特勒．市场营销管理(亚洲版)．北京：中国商业出版社，1997．
[2] 姚钟华．国际零售管理．北京：中国商业出版社，1999．
[3] 郑灿朝，高景远．聚焦中国连锁业．北京：中国商业出版社，1991．
[4] 胡玉玲．山姆·沃顿经营谋略．兰州：西北大学出版社，2002．
[5] 吕一林．美国现代商品零售业——历史、现状与未来．北京：清华大学出版社，2001．
[6] 张晓琳．中国大卖场：重点零售客户经理手册．北京：企业管理出版社，2003．
[7] 2002年中国连锁经营年鉴．北京：中国商业出版社，2002．
[8] 向欣，孟扬．国外连锁业概览．北京：当代中国出版社，1994．
[9] 金承华，郁长荣，杨本顺．商业新视点连锁经营．北京：中国商业出版社，1995．
[10] 果洪迟．零售经营学，北京：中国经济出版社．1988．
[11] 姚林．现代流通论．北京：中国经济出版社．1995．
[12] 张其泮．国外商业研究．北京：中国商业出版社．1990．
[13] 朱方明．品牌促销．北京：中国经济出版社，1998．
[14] 贾治邦．连锁经营与代理制．北京：中国经济出版社，1996．
[15] 姚成海．连锁业经营与管理．北京：当代中国出版社，1994．
[16] 杨梅．中美连锁经营的比较和启示．商业研究，2001(1)．
[17] 马果．英国零售商自有品牌现象及其借鉴意义．重庆大学学报，社科版，2001(1)．
[18] 李品媛．我国连锁经营发展过程的实证分析．财贸经济，2001(4)．
[19] 张存法．商业连锁的发展趋势与我国零售业的对策选择．南京经济学院学报，2000(6)．
[20] 朱远，王丹，刘颖．论面向小城镇的零售业体系的构建．商业研究，2001(1)．
[21] 黄亦潇，李菁菁，浅析零售业经营理念的转变．攀枝花大学学报，2002(2)．
[22] 黄侦．中国零售业发展之路——农村包围城市．赣南师范学院学报，社科版，2002(2)．
[23] 秦群力．美国零售业的特点．特区理论与实践，2000(12)．
[24] 赵萍．“十五”期间中国百货业的调整与创新．财贸经济，2002(4)．
[25] 任薇君．连锁经营：中国零售业的发展策略．经济工作导刊，2001(2)．
[26] 张慧文．中国连锁商业的战略选择．企业改革与管理，2002(1)
[27] 庄贵军，周筱莲．连锁经营规模对于零售企业产出效率的影响——一个初步的实证性研究．商场现代化，2001(10)．
[28] 黄月胜，陈跃刚，彭迪云．中国零售业应迅速提高核心竞争力．企业经济，2002(1)．
[29] 秦陇一．西部地区发展特许经营的思考．电子科技大学学报，社科版，2002(2)．
[30] 方虹．零售业态的生成机理与我国零售业态结构调整．商业经济与管理，2001(10)．
[31] http://www. carrefour.com/english/infosfinancieres/pdf/resultats1999analystsang. pdf.
[32] http://www. 5rg. com/CCa/news/lunwen/20030303/171542.shtml
[33] http://www.yegsj.gov.cn/zcfg/zzfd/jdal/论文/后加论文 1/对开发商业自有品牌的思考.htm
[2] 姚钟华．国际零售管理．北京：中国商业出版社，1999．
[3] 郑灿朝，高景远．聚焦中国连锁业．北京：中国商业出版社，1991．
[4] 胡玉玲．山姆·沃顿经营谋略．兰州：西北大学出版社，2002．
[5] 吕一林．美国现代商品零售业——历史、现状与未来．北京：清华大学出版社，2001．
[6] 张晓琳．中国大卖场：重点零售客户经理手册．北京：企业管理出版社，2003．
[7] 2002年中国连锁经营年鉴．北京：中国商业出版社，2002．
[8] 向欣，孟扬．国外连锁业概览．北京：当代中国出版社，1994．
[9] 金承华，郁长荣，杨本顺．商业新视点连锁经营．北京：中国商业出版社，1995．
[10] 果洪迟．零售经营学，北京：中国经济出版社．1988．
[11] 姚林．现代流通论．北京：中国经济出版社．1995．
[12] 张其泮．国外商业研究．北京：中国商业出版社．1990．
[13] 朱方明．品牌促销．北京：中国经济出版社，1998．
[14] 贾治邦．连锁经营与代理制．北京：中国经济出版社，1996．
[15] 姚成海．连锁业经营与管理．北京：当代中国出版社，1994．
[16] 杨梅．中美连锁经营的比较和启示．商业研究，2001(1)．
[17] 马果．英国零售商自有品牌现象及其借鉴意义．重庆大学学报，社科版，2001(1)．
[18] 李品媛．我国连锁经营发展过程的实证分析．财贸经济，2001(4)．
[19] 张存法．商业连锁的发展趋势与我国零售业的对策选择．南京经济学院学报，2000(6)．
[20] 朱远，王丹，刘颖．论面向小城镇的零售业体系的构建．商业研究，2001(1)．
[21] 黄亦潇，李菁菁，浅析零售业经营理念的转变．攀枝花大学学报，2002(2)．
[22] 黄侦．中国零售业发展之路——农村包围城市．赣南师范学院学报，社科版，2002(2)．
[23] 秦群力．美国零售业的特点．特区理论与实践，2000(12)．
[24] 赵萍．“十五”期间中国百货业的调整与创新．财贸经济，2002(4)．
[25] 任薇君．连锁经营：中国零售业的发展策略．经济工作导刊，2001(2)．
[26] 张慧文．中国连锁商业的战略选择．企业改革与管理，2002(1)
[27] 庄贵军，周筱莲．连锁经营规模对于零售企业产出效率的影响——一个初步的实证性研究．商场现代化，2001(10)．
[28] 黄月胜，陈跃刚，彭迪云．中国零售业应迅速提高核心竞争力．企业经济，2002(1)．
[29] 秦陇一．西部地区发展特许经营的思考．电子科技大学学报，社科版，2002(2)．
[30] 方虹．零售业态的生成机理与我国零售业态结构调整．商业经济与管理，2001(10)．
[31] http://www. carrefour.com/english/infosfinancieres/pdf/resultats1999analystsang. pdf.
[32] http://www. 5rg. com/CCa/news/lunwen/20030303/171542.shtml
[33] http://www.yegsj.gov.cn/zcfg/zzfd/jdal/论文/后加论文 1/对开发商业自有品牌的思考.htm
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