Guangdong Rural Chain Store \u0026 Franchise Development Research

Establishing rural modern circulative net is an important part of constructing "Socialist New Countryside". The implement of the project of developing rural retail network made rural chain management in a high place as national strategy. Because of the high foreign trade dependence degree in China, the economic crisis broke in 2008 had a great impact to the economic development of China. Expanding the domestic demand became an important way to resist the economic crisis. So, developing consumer market in rural area is not only beneficial to improve the farmer’s living level, but also be helpful for expanding the domestic demand, promoting economic growth and reducing the impact of financial crisis.Based on previous studies, combined with the actual situation in rural China, we constructed a model of influence factors of rural chain management, and analyzed the impact of each influence factors in different stages. Also, based on the existing problems, in the process of developing rural chain operation in Guangdong, we put forward the strategy of developing rural chain management in Guangdong Province and the corresponding countermeasure toward the government and the enterprises, tried to supply some help for the development of rural chain management in our province and other area in China.There are seven chapters in this paper and each chapter’s main contents as follow:The first chapter is prolegomenon. In this chapter, we presented the background, the significance, research method and the study framework. Then, we introduced the systems approach and the structure of this paper.In chapter two, we summarized the interrelated theories about rural chain management, which establish theoretical principle for further study.In the third chapter, we introduced the development history and the latest development trend of chain management.In the fourth one, we analyzed the affecting factors of rural.chain management in China. Combined with the actual situation in rural China, this chapter put forward the five most important kinds affecting factors of rural chain management (including:the government, the basic conditions, the competitors, the customers and the resources of enterprise) and constructed a model of influence factors of rural chain management. Also, reference the theory of enterprise life cycle, we established a model of the stages of enterprises in developing rural chain operation, and analyzed the impact of each influence factors in different stages.In the fifth one, based on the model of influence factors of rural chain management, we analyzed the he development environment of chain operation in rural areas in Guangdong and pointed out the favorable factors and the unfavorable factors.In chapter six, we analyzed the general situation of rural chain development in Guangdong and indicated the existing problems in the process of developing rural chain operation in Guangdong.In the last chapter, according to the previous analysis and the existing problems in Guangdong, we put forward the strategy of developing rural chain management in Guangdong, and the corresponding countermeasure toward the government and the enterprises.