The so-called chain operation refers to a modern organizational form and mode of operation in the circulation field, which connects a number of shops in the same industry with a unified store name, unified logo, unified business model and unified management means, and enjoys economies of scale. Its essence is to apply the principle of modern mass production to the field of commercial circulation, so as to improve the cooperative operation ability and economies of scale. Developing chain operation can change the old face of China's business! New management concepts, backward management mode, changing inefficient logistics operation mode and improving management mechanism can inject new vitality into the management of commercial enterprises, which can promote large-scale circulation, promote large-scale production, improve traditional commerce, enhance the competitiveness of circulation industry, and promote the modernization of circulation, thus improving the work efficiency and economic benefits of enterprises and enhancing their competitiveness. Chain operation has started in China's coastal areas and some large and medium-sized cities, and its development speed has gradually accelerated. Increasingly, it has become a widely used management mode and organizational form in China's retail, catering and service industries, and has accelerated its penetration into many industries such as automobiles, medicine, tobacco, home building materials and gas stations, showing strong vitality and development potential.

The advantages of chain operation are obvious, mainly in theory and logistics management:

First, the theoretical advantages of chain operation

1. The "eight unifications" of optimizing resource allocation chain operation are the basic elements: unified store name, unified procurement, unified distribution, unified price, unified service, unified advertising, unified management and unified accounting. If these unifications are realized, commercial enterprises will coordinate with each other in management, thus contributing to the allocation of resources and enabling enterprises to enjoy resources without wasting them, which will not only save factory expenses.

2, improve market share chain operation in order to achieve economies of scale, we must consider setting up branches in a suitable geographical environment and opening a suitable number of branches, so as to expand the visibility of enterprises, impact the sales of "big products", and thus increase the market share of products. The scale benefit of chain operation can not be ignored, which is a key issue that must be paid attention to in the development of chain operation. Scale benefit is the most attractive advantage of chain operation.

3. Strengthening a good corporate image can bring great benefits to enterprises. Chain enterprises usually choose a unified architectural form, carry out a unified environmental layout, adopt a unified color decoration, and design a unified management emblem, advertising language, mascot, etc. This image chain is an excellent public service advertising enterprise. To achieve economies of scale, it is necessary to open branches in various places. Over time, customers in different regions will change from unfamiliar to familiar, then to recognition, and then to interest, which is extremely beneficial for Ding to establish and strengthen the corporate image of chain enterprises. The uniform printing of patterns on the packaging by the staff can give customers a clean and standardized feeling, make customers willing to come, enhance the image of factories and enterprises in the public mind through the unconscious publicity of customers, and lay a solid foundation for enterprises to win good social benefits.

4. Improve the consistency of assets and interests of each branch of chain operation, so that chain enterprises can invest appropriate manpower, material resources and financial resources to implement business strategies according to the actual situation of each branch, and can continuously reform and innovate the original unique sales measures, advertising planning and hardware facilities, so as to maintain the management ability of the whole chain enterprise at a high level; At the same time, flexible management enables excellent management systems, methods and experiences of chain enterprises to be quickly and effectively implemented in chain stores, which greatly enhances the overall competitiveness of factory chain enterprises.

5. Reduce operating costs Chain enterprises mainly rely on customers' self-selection and self-service to reduce factory sales labor, so there are relatively few employees, saving the cost of the factory and the cost of the factory. In the supermarket chain, the goods are clearly marked and customers can choose freely, which saves the shopping time and operating cost of the factory. At the same time, speed up the turnover of factory customers and increase the passenger flow of the factory. The gap between chain operation and non-chain operation in total cost is obvious. We conducted a sample survey on the same number of two enterprises, and the results showed that the cost of chain-operated enterprises was about 10 cents lower than that of other retail malls.

6. Guide chain enterprises in the production field to increase efficiency by expanding their scale. Enterprises set up branches everywhere, and the business circle is very) 1. So they have a more comprehensive and objective understanding of the needs of many consumers. When purchasing, they can purchase in large quantities according to customer demand and market supply and demand. In this way, chain enterprises occupy an extremely important position in the market and become a bridge connecting production and demand. Manufacturers can produce according to the quantity and types of goods purchased by enterprises, so that production and consumption can not be closely linked.

7. Increase employment opportunities. The low cost and high efficiency of chain enterprises greatly reduce the price of goods sold. We will increase the disposable income of factory consumers so that they can buy more other goods or services and even invest in other aspects, thus expanding the total social demand of the factory. From the perspective of the whole society, it will inevitably further promote the increase of the total number of employees in various industries and increase the employment opportunities of factories.

8. To protect the interests of consumers, we should not only understand their behaviors, but also analyze their psychology, payment methods and trust in chain enterprises. In order to provide good customer service, we need to improve the quality of service. First of all, we should create a good shopping environment for our employees. The management of chain enterprises is becoming more and more perfect, more and more professional, standardized, modern and scientific, and the shopping environment is more comfortable and spacious. The quality of service personnel is improving day by day; The application of electronic information technology has greatly improved work efficiency. The price tag reduces the psychological cost, time cost and physical cost of factory consumers, which is convenient for customers to buy; The quality of goods is guaranteed, and the price is kept in a low range, so that consumers can buy with confidence and comfort. Various management measures and strategies of chain enterprises protect the interests of factory consumers from different angles and levels.

Second, the advantages of chain logistics management

1. The systematic chain logistics system of chain logistics consists of six functions: purchasing, warehousing, circulation, loading and unloading, distribution and information processing. These functions interact, influence and restrict each other. Their specific functions are organically combined and coordinated, and a new general function is generated. This general function then coordinates the subsystems so that the subsystems are interrelated and interactive.

2. Rationalization of chain logistics The systematization of chain logistics is the basis of its logistics rationalization and the goal pursued by the whole chain logistics management. First of all, logistics rationalization can reduce logistics costs and reduce the cost of commodity sales. Secondly, rationalization of logistics can reduce inventory and reduce the occupation of working capital. More importantly, logistics can improve the management level of enterprises.

3. The standardized logistics of chain logistics is a large system, and the management of such a large system is very complicated. The unity and consistency of the system and related links in the system is the first condition for the survival of the system. Standardization is an important means of logistics management. Logistics standardization can speed up circulation, ensure logistics links and reduce logistics costs, thus greatly improving economic benefits.

4. The core of chain operation-distribution center distribution refers to a series of services such as receiving goods, preparing goods, sorting and adding, loading goods, and timely delivery of money, which are guided by customers' needs. Distribution center is the organization that undertakes the professional management function of logistics and the core of chain operation. This is because the centralized and unified management of chain operation is largely implemented by the distribution center. Through the operation activities of the distribution center, we can not only simplify the activities of stores, thus reducing the total logistics cost of chain enterprises, but also realize the value-added of goods in the circulation field and provide value-added services for stores.

Therefore, many foreign enterprises are striving to improve the management level of chain enterprises and make full preparations for fully entering the China market. Facing the reality, China's chain operation must not sit still and wait for death. We should strive to develop chain operation, which is not only to develop China's economy, but more importantly, we can learn from foreign advanced management experience and technology in the development process, and even use foreign outstanding talents in the competition process. Constantly learn lessons and experience, and make full preparations for the further development of chain operation in China. First, the competition after China's entry into WTO is cruel and all-round, and it is a comprehensive competition of ideas, technologies, management methods and talents. It is imperative to develop chain operation.