The Comparative Analysis of American and Japanese Wholesalers´ Retail Support Strategy

In the developed countries, the phenomenon of manufacturers and retail chain business crowd out traditional wholesale enterprises has emerged. Although Chinese wholesalers in difficulties is also carried out a series of reforms, but there is still a large distance compared with the developed countries. This paper introduces how American and Japanese modern wholesalers to implement the retail support strategy under the penetration and crossfire of manufacturers and retailers, realizes the "transform from the original production agent to retail agent purchaser", and makes a comparative analysis on the retail support strategy of the two countries. In the purpose that Chinese wholesalers can benefit from the experiences of developed countries, carry out the overall support services on retail enterprise, find their own existence meaning from this support services, in pursuance of a new development.