零售业跨国公司在我国的本土化战略研究

Research of Retailing MNCs' Localization in China

以零售业跨国公司家乐福和沃尔玛在华发展的本土化战略为例,说明零售业跨国公司通过关系本土化、人力资源本土化、营销方式本土化和物流配送本土化战略提高其市场竞争力和整合资源的能力,使其快速进入目标市场且不断发展;对我国零售企业的发展提出建议。

With the example of Carefour and WalMart＇s localization in China, the paper aims to explain MNCs can enhance their market competitiveness and integrate resource capacity through localization of relationship, human resources, marketing methods and logistics to bring MNCs into target markets and continuously develop and proposes some suggestions for the development of China＇s retailing industries.