大型跨国零售企业进军中国的市场分析

A Primary Study on Large-Scale Retail Enterprises of TNCs in Chinese Market

CEPA和WTO框架的全面实施 ,对我国零售业将产生巨大影响 .本文以进入中国市场的大型跨国企业为研究对象 ,分析其业态特征、进入中国市场的条件及其对中国零售业的挑战。文中以销品茂和大卖场为重点 ,探讨其准入现状、准入环境、规模经济优势和技术优势。论文最后就在竞争中学会竞争 ,提高中国零售企业的国际竞争力提出自己的见解。

Under the frameworks of CEPA and WTO, a huge number of large-scale retail enterprises of TNCs will enter into China which will bring Chinese retail market a great influence. The article has analysed the characters of foreign retail enterprises, the conditions for entering into Chinese market and the challenges to be brought from TNCs. The shopping mall and supermarket are focused in the paper, mainly discussed on existing situation of foreign retail enterprises in China ,the international and domestic environments for entering to China, the scale economy and technologic advantages of foreign retail enterprises from TNCs. Finally, some suggestions for promoting the international competitiveness of Chinese retail enterprises are also put forward in the paper.