The Secret to the Rapid Growth of Chain Companies

Author: Zhou Diankun
Publisher:
Publish Date: 2006-03-01
Features: Since the 1990s, chain companies have swept the globe, experiencing rapid growth and enduring success, attracting attention from both the industry and academia. This book breaks the conventional limitation of existing literature on chain companies, which often describes but does not analyze the mechanisms (limited to introducing marketing management methods without in-depth analysis). Instead, it offers a profound analysis using the concepts and operational mechanisms of economics and institutional theory. The book proposes that the "one body, two wings" marketing management system—comprising a chain marketing channel strategic alliance as the body, a network organizational structure and unified management as one wing, and economies of scale as the other wing—is the key to the global popularity and enduring success of chain marketing systems. The entire book revolves around this central theme, providing in-depth analysis and discussion on topics such as the network organizational structure and unified management system of chain companies, economies of scale, win-win value chains, and channel conflict control. Additionally, it delves into category management, store location selection, the implementation of management information systems, logistics and distribution control, human resource management, financial and capital management, and investment risk control. This book holds significant reference value for economics and management researchers, graduate students, and corporate management personnel who are interested in chain company topics, as well as for faculty and students in universities and colleges for research and teaching purposes.