新零售背景下连锁企业经营分析与对策

Analysis and Countermeasures of the Operational Problems of Chain Enterprises Under the Background of New Retail

和世界发达国家相比,我国的连锁经营刚刚起步,但已经展现出巨大的商业发展前景。自从中国加入世界贸易组织,市场竞争更加激烈,也带来了更多的发展商机。采用定性分析方法,在新零售背景下,探讨营销动力与连锁经营发展两方面问题,结合企业的发展状况,围绕线上线下创新、店内外创新、服务创新等几方面提出创新发展的对策。

Compared with the developed countries in the world,the chain operation in China is in infancy,but it has shown great prospects for commercial development.Since Chinas accession to the WTO,market competition has become more intense and it has brought more business opportunities for development.Using qualitative analysis method,this paper explores two aspects of marketing motivation and chain operation development.Combined with the development of enterprises,the paper puts forward the countermeasures for innovation and development around online and offline innovation,in-store innovation and service innovation.