跨国零售在华市场业态定位及其影响研究

On the Format Positioning and Influence of Transnational Retailers' Market in China

跨国零售在华市场业态选择相对稳定、业态指向相对集中、业态形式融合创新。纵观跨国零售业态战略的演变过程,其业态定位明确,业态扩张路径清晰、业态经营绩效显著,对我国市场经济发展具有推动作用,同时也对市场交易秩序、零售业态结构以及消费模式产生不可忽视的负面影响。本文针对跨国零售在华市场业态定位特征及其影响,就政策层面提出了具体建议。

The transnational retailers＇ market in China is relatively stable in format choice and relatively concentrated in trade format which is merged with innovation. From the evolvement process of transnational retailers＇ format strategy, its format positioning is definite, its format expansion path is clear and its performance is remarkable, which has promoted the development of China＇s market economy. Meanwhile, it has a negative influence on market order, retail format structure and consumption mode, which cannot be ignored. This paper analyzes the positioning feature and the influence of transnational retailer＇s market in China and puts forward the concrete suggestions in terms of policy.