连锁经营发展的思考

Thinking On the Development of Chained-marketing

天津自1994年在商贸零售领域推行连锁经营以来,销售额每年以20%以上的速度递增,连锁经营占社会消费品零售额的比重逐年增加。2004年连锁经营销售总额达245亿元,占社会消费品零售总额比重达23.3%。连锁经营促进了天津传统商业经营方式的转变,调整了商业结构,提高了组织化程度,增强了企业的竞争力,加快了流通现代化步伐。但与国内其他城市连锁经营发展相比较,还存在很大的差距,提出发展连锁经营迫切需要解决的问题和对策。

Since 1994,Tianjin has promoted chained- marketing in the commercial distribution field, its saling amount has increased 20% per year, and the chained - marketing has occupied more rates in the social consumption distribution amount. In 2004, the total amount of chained - marketing has achieved RMB 24.5 billion, which occupied 23.3 % rate in the social consumption distribution gross amount. Chained- marketing adjusted the commercial structure, not only improved the change got more organized, but also of traditional marketing management, enhance the competitiveness of the enterprise and fasten the pace of the modern transportation. However, Tianjin still has a great gap compared with other domestic cities＂ chained - marketing development. Through comparison, this article analyzes the problem that needs to be solved in the chained - marketing and the way to solve them.