CAJ | 학술논문

从20世纪90年代起,在国内市场饱和、国际贸易自由化、消费者需求多样化、网络信息化等多方面因素的推动下,商业企业开始了全球扩张的步伐。国际商业零售业巨头沃尔玛和家乐福的海外扩张战略不尽相同,二者分别采取了＂滚雪球＂和＂采蘑菇＂的市场拓展方式,并根据核心能力建立了不同的盈利渠道。借鉴沃尔玛和家乐福的经验及教训,我国商业企业进行全球扩张时应加强对核心能力的复制、东道国文化差异、竞争格局等问题的重视。
종20세기90년대기,재국내시장포화、국제무역자유화、소비자수구다양화、망락신식화등다방면인소적추동하,상업기업개시료전구확장적보벌。국제상업령수업거두옥이마화가악복적해외확장전략불진상동,이자분별채취료＂곤설구＂화＂채마고＂적시장탁전방식,병근거핵심능력건립료불동적영리거도。차감옥이마화가악복적경험급교훈,아국상업기업진행전구확장시응가강대핵심능력적복제、동도국문화차이、경쟁격국등문제적중시。
Since the 1990s,promoted by various factors such as the saturation of domestic market,the liberalization of international trade,the diversification of consumer demand,the network informationization,etc.,the commercial enterprises have turned to global expansion in a fast pace.Wal-Mart and Carrefour,as the two retail giants in international commercial industry,have taken different overseas expansion strategies.They have adopted different ways of market development,respectively called ＂snow-balling＂ and ＂mushroom-picking＂,to establish different profit channels according to their core competencies.With the references to both lessons and experiences from Wal-Mart and Carrefour,Chinese commercial enterprises should attach great importance to the duplication of core competencies,the cultural difference of host country,the competition patterns,etc.in their global expansion.