[[alternative]]The Study of China Rural Retail Chain System Development: Case of ＂Ten Thousand of Villages＂ Markets project

[[abstract]] 中國商務部推動「萬村千鄉」市場工程把連鎖經營概念帶進農村，其目的是為了運用現代化流通方式，在農村建構新型市場體系以改善農村消費環境。本研究的目的在於探討中國農村商品零售連鎖體系的發展，並利用現代化連鎖流通概念與國際企業的成功要件為基礎，了解是否具有發展的條件和其所存在的問題。根據探討結果顯示，中國農村市場裡連鎖經營已經形成了一定的基礎，但是仍存在很多問題需要解決，如政策宣傳不夠普及、地方公共建設不足、農民消費習慣難以改變…等，都是阻礙中國農村連鎖店發展的原因。本研究發現，中國各地農村發展情形不同，無法適用於同一個方法，所以要根據發展情況逐步推動，雖然現在中國農村的環境還不能吸引企業進入，但只要公共建設完善，農村連鎖體系有很大的發展空間。[[abstract]] The Ministry of Commerce of the People’s Republic of China introduces the concept of chain operation when promoting its “Ten Thousand of Villages” Markets project, aimed at establishing a new logistics market system in rural villages to improve people’s consumption. This study is aimed at exploring the development of retailing chain operation in Chinese rural areas to discover its qualifications and issues based on the concept of modern logistics and the key to international corporations’ success. According to the study results, the chain operation has laid a foundation in Chinese rural areas. However, there are still a great number of issues waiting to be solved; for instance, the campaign of policy is not popular enough and local infrastructure is insufficient as well. Besides, peasant farmers have difficulty changing their consumption behavior. All these issues seem to hinder the development of chain shops here. This study discovers that different Chinese rural areas are developed differently. Therefore, it is essential to promote the establishment of chain shops based on the degree of development and to have complete infrastructure to attract the investment of potential corporations