摘要
随着中国市场经济发展的逐步深入，零售业在我国国民经济中的地位越来越重要，它直接决定着整个经济能否健康、良性地发展。同时，中国加入WTO的契机一方面为中国带来了空前的发展空间，另一方面又给其脆弱的流通体系平添了无形的竞争压力。“狼来了”的呼声不绝于耳，但若仅限于感慨，则于事无补。问题的关键在于怎么去“与狼共舞”并最终在逆境中生存、发展、壮大!中国的零售业面临沃尔玛之类的零售“巨鄂”的挑战唯一能够做的事情就是以之为鉴、取其长、弃其短，尽快缩短差距，真正做到中国零售业的主宰!
本文正是从这些方面入手在以沃尔玛作为案例研究的基础上较为详细的提出了自己的一些对中国零售业发展的建议。全文共分为四个部分。第一章简单的介绍了零售业的一些基本知识以及零售业在中国的发展状况和面临的困难。第二章将沃尔玛作为本文的研究案例，详细地分析了其核心竞争力的各方面表现：前瞻性的战略管理、优越的企业文化和强大的物流、信息系统。第三章用SWOT方法分析了中国零售业的竞争劣势与优势，认为中国零售业虽然在许多方面与国外同行存在着巨大的差距，但企业的本土优势却是那些外来者难以与之相竞争的。而这一点也足以让那些悲观论者看到一线希望。最后一章则在第三章的基础上提出了对中国零售业发展的几点建议：加大自有品牌产品的比率，大力开拓农村市场以及坚持连锁经营的发展方向。
总之，本文旨在通过沃尔玛成功的案例研究为中国零售业找到一些快速、健康、行之有效的发展途径。只有这样，才能培养出自己的核心竞争力，才能在未来一体化的全球零售业市场中占有自己的一席之地。
With the penetration of the development of Chinese market economies, retailing industry have played a growing outstanding role in the economy it belongs to, deciding whether it can progress healthily and benignly. At the same time, China's accession into WTO on one hand injects great opportunity and on the other hand inflicts enormous pressure on its circulation system. The cry of "The wolf is coming" can be heard anywhere, but if only stayed at the level of plaint, it would not work. What matters is to fight all the way to "Dance with the wolf " and finally get survived, developed and empowered. The only thing Chinese retailers need to do when facing with the fierce competition from foreign "Big Guy" is to study their experiences, adopt their strong points and cast away the weak in order to bridge the gap and crown the retailing industry before being got out of the game.
This article, consisting of 4 parts, proposes several detailed suggestions for the development of Chinese retailing industry on the case study of Wal-Mart. The first chapter comes with the basic knowledge of retailing industry and its status quo. The second is all about the case of Wal-Mart, which specifically analyses Wal-Mart's core competence from the aspect of its far-sighted strategic management, distinctive corporate culture and advanced logistics and IT system. The following chapter takes advantage of SWOT analysis to have a bird view on the advantage and disadvantage of Chinese retailing industry and holds that the substantial gap between Chinese and foreign retailers can be justified by the reality of being local, which may shed light of hope to those pessimist toward globalization. The suggestions come last on the basis of the analysis in the third chapter as enhancing the ratio of PB product, developing market in the countryside and sticking to chain operation.
In a word, this paper intends to find a quick but healthy and effective way for
Chinese retailers through the case study of Wal-Mart. At the same time, it points out that only by studying from those better while integrated with China's own characteristic can domestic retailers be cultivated with core competence and be one in this industry.
引文
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