中国零售壁垒演变与跨国公司战略转变关系研究

The Relationship between the Evolution of Trade Barriers and the Strategic Change of Multinational Corporations: The Case of Retailing Industry in China

文章对我国零售"商业存在"壁垒演变过程及相应的跨国公司战略转变特点进行了研究。结果发现,从1978年改革开放开始,我国零售"商业存在"壁垒经过了5个阶段的演变,从完全封闭发展到按步骤迅速降低直至完全取消。对于我国零售"商业存在"壁垒的演变,跨国公司对华战略也随之做出了相应的调整。这些调整措施充分利用了政治、经济、文化、技术等外在环境的机会,避开了外在环境的威胁,强化了原有的各种内在优势,弱化了自身存在的不利条件。中国政府和内资零售企业也应该针对跨国公司的这种战略调整做出积极的应对和创新。

This paper presents a deep study on the evolution of China＇s retailing ＂commercial presence＇barriers and the characteristics of multinational corporations＇ strategic transformation on service trade with China. Our study shows that the＂commercial presence＂trade barriers of China＇s retailing industry has evolved through four stages since China＇s reform starting from 1978, and service trade barriers have evolved from prohibitive level to free trade level. With this barrier evolution, the multinational corporations＇ strategies on retailing service trade with China have changed correspondently. These strategic changes reflect the exploitation of external advantages （such as political, economical, cultural and technical opportunities）, the avoidance of external threats, the maximization of MNC＇s inherent strengths and the minimization of their weaknesses. This paper concludes that the Chinese government and local-capital retail enterprises have to actively respond to MNC＇s strategic change and make efforts to innovation.