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Abstract The primary task for increasing domestic demand and maintaining economic growth is to develop market, especially the rural market. Utilizing the SWOT approach, this paper discusses the strength and weakness of chain retailers, as well as the opportunities and threats imposed by external conditions under rural environment. According to this analysis, chain retailers should adopt the overall cost leadership strategy, and make efforts to obtain a larger market share by employing their advantages and market-policy opportunities, overcoming their weaknesses, avoiding threats from powerful competitors, and attracting rural consumers with low-cost standardized commodities.
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Received: 23 December 2009
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Corresponding Authors:
ZHAO Kai
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2010, Vol. 1 
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