跨国零售企业在华竞争战略选择的影响因素——理论解释与经验证据

Influencing Factors of Competitive Strategy Choice of Transnational Retailers in China:Theoretical Explanation and Experience Evidence

本文探讨了跨国零售企业在华竞争战略选择的影响因素,可以分为企业资源、核心能力、东道国环境三类。企业资源包括资金资源、国际化经验、声誉资源、与供应商的关系资源、文化类资源;核心能力元素包括供应链管理、组织管理、零售理念创新、人力资源管理、信息技术;东道国环境主要涉及当地消费环境和竞争环境。这些因素对跨国零售企业在华成本领先战略、差异化战略、混合战略的实施产生了不同的影响。

This paper tests the factors affecting competitive strategy choice of transnational retailers in China.These factors include enterprise resources,core competences,and environment factors in host country.Enterprise resources include financial resources,international experiences,reputation resources,relationship with suppliers and culture resources.Core competences include supply chain management,organization management,retail concept innovation,human resource management and information technology.Environment factors in host country include consumption environment and competition environment.These factors have different influences on implementation of cost leadership strategy,differentiation strategy and combination strategy of transnational retailers.