日本零售企业进入海外市场的动机、经营绩效与撤退原因

The Motives of Japanese Retailers'Entry into the Overseas Market, Their Achievements and the Causes of Their Withdrawal

在零售商业的国际化过程中,日本零售企业扮演了重要角色。日本零售企业进入海外市场的动机与决策过程因进入市场、进入时期及业态形式的不同而不同,同时,日本零售企业在海外市场的经营绩效也是不容乐观的,并出现了大量的撤退案例。研究日本零售企业进入海外市场的动机及经营绩效不佳的原因,不仅对日本零售企业制定跨国经营战略具有参考价值,而且对包括进入国家或地区在内的全体零售企业制定零售经营战略也具有借鉴意义。

The retailers of Japan have played an important role in the process of the internationalization of retailing businesses. The motives and decision- making procedures of the retailing businesses of Japan for their entry into the overseas market vary with their specific business ranges, the particular market to enter and the time when their entry takes place. However, the business achievements of the Japanese retailers in the overseas market are far from being satisfactory, and many cases of withdrawal have already occurred. Therefore, a careful study of the initial motives of their entry into the overseas market and the causes of their unoptimistic business achievements will not only provide useful information for Japanese retailers with their formulation of overseas operation strategies, but will also benefit all the retailing businesses of the countries and regions being entered into with their drawing up of retailing operation strategies.