我国零售企业区域扩张战略选择

The Choice of Regional Expansion of Retail Enterprises in Our Country

随着零售市场的持续活跃,国外零售巨头加快了扩张的步伐。面对新的竞争形势,我国零售企业如何抓住机遇,加快发展,选择好适宜自身发展需要的区域扩张战略成了一个新的研究课题。本文通过分析我国零售企业实施区域扩张的现状,提出了零售企业区域扩张应当采取地理战略、选址战略、目标市场定位战略和资源战略等四个方面的战略组合。本文对我国零售企业立足自身发展实际,应对国际化竞争和挑战,提高区域扩张的成功率,具有一定的现实意义。

With sustained briskness of retail market, foreign retail magnates are quickening their business expansion. In face of new competition and challenges, how to seize opportunities to accelerate development and choose a suitable regional expansion strategy beneficial to its own development is posing a new research subject for our retail enterprises. This thesis, based on the analysis of current regional expansion of our national retail enterprises, advances the four strategic combination modes-geographic strategy, site - selection strategy, orientation strategy of target market, and resource strategy. The thesis will be of some practical significance and referential value for some retail enterprises to meet with internationalized competition and challenges and further improve successful probability of regional expansion on the basis of their own reality.