外资零售企业中国市场进入模式、成长策略与经营绩效的关系——多案例比较研究

Market Access Mode,Growth Strategy and Operational Performance of Foreign Retail Enterprises in China:An Analysis Based on Multi-case Comparison

本文以沃尔玛、家乐福、大润发和特易购为例,通过多案例比较探索了外资零售企业中国市场进入模式、成长策略与经营绩效的关系。研究发现:外资零售企业进入模式、成长策略以及两者配合类型的差异对于经营绩效有不同的影响,海外投资经验不仅影响进入模式与经营绩效的关系,也影响了进入模式与成长策略的配合类型同经营绩效的关系。

Based on a multi-case comparison of Wal-mart,Carrefour,RT-Mart and Tesco,this paper explores the relationship among market access mode,growth strategy and operational performance of foreign retailers in China.The results show that market access mode,growth strategy and the difference in their mutual match have various effects on foreign retailers＇ operational performance.International investment experiences affect not only the relationship between market access mode and operational performance,but also the relationship of mutual match of market access mode and growth strategy with operational performance.