中国超市发展中存在的问题及其前景外文翻译（可编辑）中国超市发展中存在的问题及其前景外文翻译外文翻译原文ProblemsandprospectsofsupermarketdevelopmentinChinaMaterialSource://0>.Author:Wing-ChunLoNotwithstandingthere-emergenceandgrowthofsupermarketsinChina,therewerestillproblemshinderingtheirdevelopment.Findingsofthisstudyshowedthatsomeproblemswhichhadexistedinthepast,forinstancepoorrefrigerationandlesssatisfactorypackaging,hadbeenremediedtoalargeextent.Nevertheless,someproblemswhichexistedinthe1980sarestillevidenttoday.AccordingtotheCEOsandthegovernmentofficialsinterviewedduringthisstudy,themajorproblemsfacedbylocalsupermarketoperatorswereasfollows.1KeencompetitionInordertohavea“quick”shareoftheboomingsupermarket/retailingbusiness,manyparticipantsrushedintothesupermarket/retailingsceneeventhoughsomeofthemwerenotwellequippedwiththerelevantsupermarket/retailingtechnologyorexpertise.Whilecompetitionhadnotbeenmentionedinpaststudies,supermarketoperatorsgenerallyfeltthatcompetitionhadbecomeamajorissue.Tothelocalsupermarketsthemajorcompetitioncamefromothersupermarkets,fromdepartmentstores,frombigmultinationalgiantssuchasWal-Mart,andfromothertraditionalretailoutlets.ThecompetitionwassokeenthatoneCEOofalargelocalsupermarketchaincomplainedthathiscompetitorintentionallyopenedasupermarketnextdoor,accordingtohim,onlyforthesakeofcompetition.2LackofmanagementskillsandexpertiseThisissue,thelackofmanagementexpertiseandtechnicalskillsinsupermarketoperations,existedinthe1980sHoandLo,1987.Assupermarketsandretailingshopsofvarioustypesexpandedinnumbers,theyattractedstafffromtheexistingpoolofexpertisebuiltupinthisarea.TheentrepreneurialnatureoftheChinesecouldbethesourceofthecontinuedinsufficientsupplyofhumancapital.Someexecutives,afteracquiringsomeknowledgeandexpertiseinthefield,chosetoleavethecompanyfor“greenerturf”bysettingupsmallerscalesupermarketsoftheirown.Staffturnover,inonecase,wasashighas30percentinayear.Thismightexplainthelackofenthusiasmbymanagementtospendmoneyonstafftraining.Hence,therewasaseriousshortageofmanagerialmanpower,particularlyintheareasofcashmanagement,inventorycontrol,andpurchasingandsourcing.3HigherpricesAsmentionedearlier,pricesofproductssoldinsupermarketsintheearlystagesofdevelopmentoftheindustrywerehigherthanintraditionalstores.Thiswasbecausetheyaimedathigherincomegroupsofthecommunity,mainlyforeigners,andalsoduetothehighoperatingcostssuchashighwastageinpackagingDespitethefactthatsupermarkettechnologyhasbecomemoreknownatpresent,mostoftheCEOsintervieweddidnotadoptthehighvolumelowpricestrategypractisedinWesterncountries.OneCEOexpressedtheviewthatbecause20percentoftheitemssoldinhisstorewereimportedgoods,itwouldbedifficulttolowertheprice.Anothersaidthattherewerepricecontrolitemsdeterminedbythegovernment,leavinglittleroomforthecompanytomanipulatepricing.Stilltherewereotherswhotargetedtouristsandthehigh-incomegroupsbyprovidingaone-stopshoppingservice,thusdemandingapremiumreturnontheirservices.TherewasoneCEOwhodeliberatelyavoidedthehighrentcommercialareainlocationselection,andhadsuccessfullyloweredtheretailpricebyabout10percentacrosstheboard.Inotherwords,managementoftenfacedadilemmaongoodlocationversuslowprice.AccordingtosomeCEOs,goodlocationsusuallyneedtopay5-20percentpremiumonrental.Goodlocationmeanswithinornearthecommercialcentres.Peopletendtoshopafterworkandgohomebypubl...
