商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2008年
4期
27~32
,共null页
跨国零售企业 零售业态 扩张战略
跨國零售企業 零售業態 擴張戰略
과국령수기업 령수업태 확장전략
international retailers; retail formats; extension strategy
跨国零售企业在华空间扩张的同时不断引进各种新型业态，进行业态扩张。本文通过实证研究，分析了具有代表性的跨国零售企业在华的业态分布情况、业态扩张战略的选择、特点及其成因，并得出以下结论：由于受到母国、进华时间及业态本身等因素的影响，目前跨国零售企业在华依然大多采用单一业态战略；跨国零售企业出于降低在华经营风险、培养新利润增长点、增强企业竞争力的目的，越来越重视多业态战略，多业态发展态势明显，而且，大型超市是多业态战略的核心业态。
跨國零售企業在華空間擴張的同時不斷引進各種新型業態，進行業態擴張。本文通過實證研究，分析瞭具有代錶性的跨國零售企業在華的業態分佈情況、業態擴張戰略的選擇、特點及其成因，併得齣以下結論：由于受到母國、進華時間及業態本身等因素的影響，目前跨國零售企業在華依然大多採用單一業態戰略；跨國零售企業齣于降低在華經營風險、培養新利潤增長點、增彊企業競爭力的目的，越來越重視多業態戰略，多業態髮展態勢明顯，而且，大型超市是多業態戰略的覈心業態。
과국령수기업재화공간확장적동시불단인진각충신형업태，진행업태확장。본문통과실증연구，분석료구유대표성적과국령수기업재화적업태분포정황、업태확장전략적선택、특점급기성인，병득출이하결론：유우수도모국、진화시간급업태본신등인소적영향，목전과국령수기업재화의연대다채용단일업태전략；과국령수기업출우강저재화경영풍험、배양신리윤증장점、증강기업경쟁력적목적，월래월중시다업태전략，다업태발전태세명현，이차，대형초시시다업태전략적핵심업태。
The international retailers introduce kinds of new formats while they are expanding all over China. Through an emprical research, the article analyzes the format distribution, the choice and the characteristics of the format extension strategy, and then draws some conclusions： at present,because of the effects of host country, entering time into China and the format itself, most of the international retailers still take the single format strategy; considering reducing the risk of management,bringing up the new profit growth point and building up the competitive power of the enterprise, the multiple formats strategy is more and more emphasized, the trend of multiple formats is more and more obvious, furthermore, supermarkets are the core format of multiple formats strategy.
