零售企业海外市场扩张模式研究

Study on Overseas Expansion Modes of Retail Enterprises

扩张模式是零售企业经营战略的重要组成部分,影响其未来的生存与绩效。将扩张模式分为扩张顺序、扩张规模以及扩张速度三部分,通过对扩张模式影响因素的分析,建立了零售企业海外市场扩张模式选择的数学模型。利用模型定量研究了4家跨国零售企业在华经营的扩张模式,得到了和实际情况较为一致的结果,并与以往定性研究成果相符合,实证检验了模型的实用性。该模型的建立,可为定量研究零售企业海外市场扩张模式提供新的思路和方法。

The expansion mode of the retail emerprises is an important component of business strategy, which affects the survival and performance of retail enterprises. This paper studies the expansion mode in three aspects： the order, the size and the speed. By analyzing the factors which influeces the expansion mode, a mathematical model about the selection of overseas expansion modes will be established, which will study the expansion modes of 4 transnational enterprises in China. A quantitative research is made based on the mathematical mode, and the result consists well with the actual situation and the conclusions of the previous qualitative studies. Therefore, the practicality of the mode is verified. The establishment of the mode provides new ideas and methods for the quantitative study of overseas expansion modes of retail enterprises.