论大型零售商的社会性成长——一个跨学科的视角

On Socialized Growth of Large-Scale Retailers:an Interdisciplinary Approach

国内大型零售商把追求规模扩展作为成长原动力,在做"大"的过程中并没有同步做"强",进一步成长空间受到制约。国际政治理论中的大国社会性成长理论被用于探讨大型零售商的成长模式。大型零售商应融入渠道体系,遵守国家法律法规和与渠道成员签订的合约,运用合法手段谋求发展,建立良好的品牌声誉,实现社会性成长。大型零售商实现社会性成长的具体策略包括:合秩序性发展、将供零冲突"合法化"及建立良好声誉。

In China,large-scale retailers usually aim at expanding scales,but the expanding of scales are not accompanied by enhancement,thus their growing space becomes restrained.The social growth theory of those big countries discussed in the international political theories has been used in exploring the growth modes of large-scale retailers.Large-scale retailers should integrate themselves into the channel system,conform to the laws and regulations of the country and the contracts signed with the channel members.They should seek to develop by using legal means,building up good reputations of their brands and to realize social growth.The concrete strategies for realizing social growth include： developing in order,legalizing supplier-retailer conflicts and building good reputation.