零售企业在跨国经营活动中应注意的问题

Problems We Should Pay Attention to in Retailing Enterprises' Transnational Business

本文认为,目前越来越多的零售企业走向国际化,进行跨国经营。跨国经营不存在一个普遍适用的模式,一切都要在实践中摸索。零售企业在跨国经营活动中要注意选择恰当的进入时机,确定本土化的经营模式,制定清晰的跨国经营战略,了解进入地区与母国在地理和文化上的差异,正确选择业态和营销渠道,重视东道国消费者的消费习惯和偏好,认识企业公共关系对跨国经营的作用,依靠服务提升竞争力,注意跨文化管理。文章指出,在赢利模式上,跨国零售企业应通过商品进销差价和降低供应链管理成本赢得利润;而在经营模式上,则强调系统性和集权性,以先进的信息系统和高效的物流配送系统为强有力的支撑,这是21世纪零售业的发展方向和跨国零售企业的核心竞争力。

The authors think that, at present, more and more retailing enterprises are involved in transnational business. There is not an universal mode for transnational business. Retailing enterprises involved in transnational business should pay attention to such issues as choosing appropriate opportunities to be involved in transnational business and the appropriate mode of operation, developing clear strategies, understanding differences, in geography and culture of the target region, improving competitiveness with the support of service and the cross-culture management. And the authors also give some suggestions for these enterprises in terms of profit-making mode and mode of operation.