跨国零售商在华战略及本土零售商的应对

Strategies of Transnational Retailers in China and Countermeasures of Domestic Retailing

本文从零售国际化过程视角构建了研究跨国零售商在华市场行为及本土零售商应对的框架体系。该研究把跨国零售商中国市场的扩张规模与速度、区位布局、进入方式、业态选择、本土化战略、从中国市场的撤退,以及中国政府和本土零售商的应对视为一个互动的有机整体,在全面把握跨国零售商在华扩张规律的基础上,对本土零售商针对跨国零售商行为的特定战略进行了分析,从而预测了未来跨国零售商的战略走向,最后提出了中国政府及本土零售商的对策建议。

Based on the perspective of retail internationalization process,the author established a framework about the study on the behaviors of transnational retailers in China and responses of Chinese domestic retailing. This study viewed transnational retailers＇ expansion scale and speed,location and layout,entry approach,formats choice,adaptation strategy,divestment activity,responses from host government and domestic retailers as a whole system. Not only analyzed the regularity of transnational retailers＇ expansion in China,but also discussed countermeasures that Chinese domestic retailing had carried out,which is conducive to forecast the strategic direction of transnational retailers. Finally,some suggestions for Chinese government and domestic retailers were put forward.