| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 93 === As the rapid economic development, mainland China has become the most flashing point in the international investment environment. Undoubtedly, the retail sales market is the most competitive arena because it involves government-operated enterprises, well-known foreign companies and medium and small size companies from Taiwan. Thought the financial capital of Taiwanese retailer companies is slim, it is found the performance of some Taiwanese retailer companies is still very brilliant.
As we know, a company’s operational strategies are related to its management styles. The strategy adopted by top leaders will be great influenced on the operational performance of enterprise. The study highlights on sales channels of chain stores and their operational strategies in the hope of exploring the way of how a company can survive and prosper in the killing battlefield.
Aimed at B&Q International, this study collects its organizational development and operational strategy, and then compare with other chain store via secondary database. By this case study and the analysis of Chinese marketplace, the author makes some conclusions on the organizational development and operational strategy of an enterprise like B&Q chain store.
This study concludes the four points as follows：1. The organizational structure should be centralized. 2. The function-orientated moves must be taken into account. 3. Locations of chain stores should be placed on first priority. 4. The style of business management must keep abreast of the times. Moreover, the author also makes the following suggestions in this article：1. Fully optimize its advantages to grasp the share of marketplace. 2. Make comprehensive evaluation before proceeding with any investment. 3. Build positive image among the customers.4. Provide customers with necessary assistance as convenient store did. 5. Allow to some local investors to be its alliance partners. 6. Explore the possibility to create third channel to sell its goods. 7. Set up the retailer chain stores in the big cities along the coastal province of mainland China. 8. Take decentralized authorization based upon local environments.
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