Abstract fostering the retailers of channel control in the global market is the core of national value channel construction. It is vital for china’s enterprise to break through the global value system in control of multinational retailers and dominate the value channel. By means of the quantitative and qualitative case study , this paper revealed the features of Suning’s national value channel construction which is based on the channel control and analyzed the pivotal factors of increasing channel control ability. The study of this paper provides valuable referential significance for China’s enterprises ,especially retailers on how to upgrade dynamically in the global value channel from the perspective of channel control.
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Received: 29 March 2011
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