外商零售业本土化策略影响因素和绩效分析

发布时间：2018-02-14 03:34

本文关键词： 外商零售业本土化策略结构方程模型绩效　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：外商零售业进入中国零售市场已经有多年的历史,从1992年中国第一家中外合资零售企业——上海第一八佰伴正式开张算起,外商零售业进入中国已经过去了24年的时间。在这24年中,不断有外商零售企业被淘汰出局,也不断有外商零售企业日益巩固了在中国零售市场中的地位。目前,外商零售企业与中国传统零售企业一样,都面临着新兴互联网零售的巨大挑战。但不可否认的是,外商零售业在应对挑战时做得更为出色。许多在中国的外商零售企业目前正在有条不紊地进行着自己的扩张战略,比如沃尔玛在中国二三线城市的布局正在驶入快车道,这就引发了中国传统零售企业对外商零售业经营策略进一步学习的热潮。在国内零售市场竞争日趋激烈的情况下,不少中国传统零售企业在与外商零售业展开竞争的同时,也将目光放到了海外,渴望开辟更为广阔的海外零售市场。中国零售企业对于海外零售市场的开拓,离不开适应海外顾客需求与海外零售环境的精准本土化策略的应用。所以学习并掌握外商零售业在华本土化策略的影响因素、策略技能以及绩效三者之间的传导机制,并能灵活运用到国内零售市场竞争及海外零售市场的开拓中,这对于广大正处于零售市场激烈竞争中的中国传统零售企业来说具有极其重要的意义。本文从经济学视角出发,以流通经济领域中的零售业为研究对象,系统全面地对外商零售业在华本土化策略的影响因素、策略技能及企业绩效三者之间的内在传导机制进行深入的分析与探讨。与其他本土化研究只是单纯就策略技能及影响因素等问题进行相关理论研究不同,本文在本土化策略的研究更进一步。通过运用结构方程模型构建“因素——策略——绩效”模型,本文对不同本土化策略、本土化影响因素与绩效三者之间相关性进行实证解析,提取了促进本土化策略制定的重要因素及与企业绩效高度相关的策略技能,并最终对中国传统零售业未来更好地应对外商零售业竞争与进行海外扩张给出了重要的策略建议。
[Abstract]:It has been many years since foreign retailers entered the Chinese retail market. Since 1992, the first Sino-foreign joint venture retail enterprise, Shanghai 18th, has been officially opened. It has been 24 years since foreign retail entered China. During these 24 years, foreign retail enterprises have been eliminated and foreign retail enterprises have increasingly consolidated their position in the Chinese retail market. Foreign retail enterprises, like traditional Chinese retail enterprises, are facing enormous challenges from emerging Internet retailing. However, it is undeniable that, Many foreign retailers in China are now methodically pursuing their own expansion strategies, such as Wal-Mart 's layout in China's second and third-tier cities. This has led to the upsurge of Chinese traditional retailing enterprises to learn more about foreign retail business strategies. With the increasingly fierce competition in the domestic retail market, many traditional Chinese retail enterprises are competing with foreign retail businesses at the same time. They are also looking overseas, eager to open up a wider overseas retail market. The application of precise localization strategy to meet the needs of overseas customers and the overseas retail environment can not be separated. So we can learn and master the influencing factors of the localization strategy of foreign retail industry in China, the transmission mechanism between strategy skills and performance. And it can be used flexibly in the competition of domestic retail market and the development of overseas retail market, which is of great significance to the traditional Chinese retail enterprises which are in the fierce competition of retail market. Taking the retail industry in the field of circulation economy as the research object, this paper systematically and comprehensively influences the localization strategy of foreign retail trade in China. The internal transmission mechanism between strategic skills and firm performance is deeply analyzed and discussed. By using the structural equation model to construct the "factor-strategy-performance" model, this paper makes an empirical analysis of the correlation among different localization strategies, localization influencing factors and performance. This paper extracts the important factors to promote the localization strategy and the strategic skills which are highly related to the enterprise performance, and finally puts forward some important strategic suggestions for the future of Chinese traditional retailing industry to deal with the competition of foreign retail industry and overseas expansion.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.2;F125

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