摘要随着经济的飞速发展，农村市场越来越活跃，已经形成了多种形式、多种经济成分、多渠道竞争的格局，这对促进农村地区的发展起到了很大作用，但农村市场依旧存在着市场基础设施薄弱，商品流通体系落后等问题，并且受到农村居民原有的消费习惯和农村市场商品结构等因素的制约。51030

连锁经营所具有的规模化、标准化和信息化水平高等特点，符合我国农村发展的需要。发展农村零售网点连锁经营是促进农村地区快速发展的一个有效途径，有利于规范市场，为农村居民提供有保障的生活消费品。

发展农村零售网点连锁经营，能够改善农村地区的消费环境，提高农村居民的消费质量，同时还能增加农村居民的收入，缩小城乡差距，对于完善农村现代商品流通体系具有重要意义。

本文将从实际情况出发，总结以往的经验，对农村零售网点连锁经营存在的问题进行探讨及分析。同时对连锁经营的发展现状进行描述，以从企业角度了解我国农村开展连锁经营所面临的困难和取得的成绩。之后将对以上内容进行总结并为目前阶段发展农村零售网点连锁经营给出合适的建议。

毕业论文关键词：零售；连锁经营；农村市场体系；策略

The countermeasures for the development of rural retail outlets chain operation

Abstract With the rapid development of economy, the rural market is more and more active, have formed a variety of forms, a variety of economic elements, multi-channel competition pattern, the development played an important role for promoting the rural areas, but rural market still exists weak infrastructure, commodity circulation system problems such as backward, and the rural residents' consumption habits and rural market commodity structure factors such as constraints.

Chain management is scale, standardization and informatization level is high, meet the needs of the development of our country rural area. Development of rural retail outlets chain operation is an effective way to promote the development of rural areas quickly, to standardize the market, consumer goods for the rural residents to provide guaranteed.       

Development of rural retail outlets chain operation, it can improve the consumption environment in rural areas, improve the quality of rural residents' consumption, but also can increase the income of rural residents, narrow the gap between urban and rural, is of great significance for improving the modern rural commodity circulation system.

  This article embarks from the actual condition, sums up past experience, problems in rural retail outlets chain operation were discussed and analyzed. The paper describes the current situation of the development of chain operation at the same time, by knowing from the Angle of enterprises of China's rural chain management difficulties and achievements. After summarizing the content of the above and give appropriate advice to the stage development of rural retail outlets chain operation 

Key Words：retail ;chain operation ;the rural market system ;countermeasures   

目录

一、绪论 1

（一）研究目的及意义 1

（二）文献综述 1

二、连锁经营的概念及特点 3

（一）连锁经营的概念 3

（二）连锁经营的分类 3

（三）连锁经营的特征 3

三、农村零售网点连锁经营的发展现状 5

（一）连锁经营总体的发展