我国零售企业国际市场进入战略研究——基于供应链协同的视角

Research on International Market Access Strategies of Chinese Retailers Based on Supply Chain Synergy

由于现代市场竞争已步入供应链竞争的时代,因此我国本土零售企业在作出初始国际化战略决策时,应重视与同一条供应链上其他企业、特别是制造企业的战略合作,追求供应链协同的好处和整体竞争优势,进而加快所有参与者的国际化进程。零售企业与制造企业的国际化协同体现在企业国际市场进入战略决策的整个过程,包括国际目标市场选择的协同、制造企业产品定位与零售企业零售业态设计的协同、国际市场进入方式选择的协同以及国际营销组织协同等。

Because modern market competition has stepped into an era of supply chain competition,when Chinese domestic retailers make the strategic decision on initial internationalization,they should attach importance to strategic cooperation with other companies in the same supply chain,especially with the manufacturers,to pursue the benefits of supply chain synergy and the integrated competitive advantages so as to expedite the internationalization process for all participants.International synergy of retailers and manufacturers is embedded in the whole decision-making process for international market access strategy,including the synergy of choosing international target market,the synergy of manufacturers＇ product orientation and retailer＇s format designing,the synergy of choosing international market access mode,the synergy of international marketing organizations,etc.