Corporations’ Voluntary Chain of Zhengzhou Market
|Keywords||the Small and Mid-size Retailing Corporations Voluntary Chain Zhengzhou Market|
China has abolished some limits on foreign investment business in terms of region, stock ownership and amount. The retailing business has changed obviously in the domestic market. International retailing Groups are now being more aggressive in their business actions. At the same time, domestic retailing magnates start to find their own orbit. In this fight, the small and mid-size retailing corporations are suffering the market extrusion and dual-competition from foreign investment retailing magnates and domestic tycoons.The chain is managed through spread and transformation and development of different countries of more than 140 years, has formed three kinds of main forms gradually, i.e.: Straight camp’s chain, licensing the chain and voluntary chain. Straight camp and licensing chain operation to undergo more than 10 years of development in our country, has already obtained very big social benefit and enterprise’s long-term interests, foster a lot of different kinds of large-scale chains , is playing a positive role in the economic development of market of our country at present. And as can improve the medium and small enterprise in circulation and organize the intensity of taking, reduce the business risk, voluntary chain on promote management ability, change the competition as cooperating managed and has not formed the climate in our country yet, there is very large space of market.This paper is based on the Volunteer’s Chain (VC) theory. It describes related concepts, operation characteristics, economics theory fundamentals and the development status of VC Groups in China and abroad, etc. This paper employs SWOT to analyze the retailing market in Zhengzhou and takes zhengzhou sifangliancai VC group as an example. It studies the state of operation of dazhang shiye before and after it joined in the VC group and summarizes the advantages and disadvantages. At last, this paper places an emphasis on the feasibility analysis of developing VC groups in zhengzhou market. It reveals that VC will promote the retailing inensivism of small and mid-size corporations, enhance the operation effectiveness of retailing corporations, improve their competitiveness and help regional economy to develop in a balance way.