摘要
零售企业本土化策略是零售企业全球化战略得以成功实现的保证,零售企业本土化的原因是由零售业及其国际化自身特点所决定的。零售企业本土化策略可以从选址模式、业态类型、人才来源、商品结构、促销方式、经营风格和品牌文化7个方面展开。中外零售企业本土化过程中也给我们留下了许多值得反思的深刻教训。
The localization strategy of retail enterprises is the guarantee of its globalization strategy. The localization of retail enterprises is determined by the characteristics of retail industry and its internationalization. The localization strategy of retail enterprises can be carried out from seven aspects： site selection mode, type of business type, talent source, commodity structure, promotion style, management style and brand culture. Chinese and foreign retail enterprises in the process of the localization also gave us a profound lesson worthy of reflection.
出处
《商学研究》
2017年第6期5-10,共6页
Commercial Science Research
基金
2016年湖南省社科基金"‘互联网+’背景下湖南省城市商业空间结构优化研究(16JD38)"
关键词
零售企业
本土化
策略
retail enterprise
localization
strategies
