A Consideration about Relationship Management of Chinese Ethnic Retailers

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  • 中国民族系小売企業の関係性マネジメントに関する一考察
  • 中国民族系小売企業の関係性マネジメントに関する一考察 : 永輝超市の事例を中心に
  • チュウゴク ミンゾクケイ コウリ キギョウ ノ カンケイセイ マネジメント ニ カンスル イチ コウサツ : エイキチョウシ ノ ジレイ オ チュウシン ニ
  • Case Study of Yonghui Superstores
  • 永輝超市の事例を中心に

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Abstract

The business environment surrounding Chinese ethnic retailers, which are sustaining high economic growth, has changed significantly. Especially since 2000, foreign retailers such as Wal-Mart, Carrefour, and RT-MART have been entering China one after another, so competition in the Chinese retail industry has become more intense. On the other hand, information technologies such as big data and mobile internet have been introduced into the retail industry, and 'new retail' represented by Alibaba and JD.com, which integrate online stores and physical stores, has appeared in recent years. So traditional retailers have been shocked. Many retailers are shifting their strategies from large suburban stores to small urban stores and introducing the latest technologies such as cashless and face recognition system. 　The main objective of this thesis is to empirically elucidate how ethnic retailers dynamically build, maintain, and evolve relationships with various stakeholders such as local governments, customers, competitors, suppliers and employees in order to grow while demonstrating their strengths through the case analysis of Yonghui Superstores, which has grown rapidly specializing in fresh foods in the Chinese retail market.

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