“一带一路”背景下零售企业国际化与商业模式创新

发布时间：2018-02-16 18:46

本文关键词： 一带一路品牌建设与保护知识共享与转移全渠道零售　出处：《商业经济研究》2017年22期 　论文类型：期刊论文

【摘要】："一带一路"倡议为零售企业提供了重要的国际化发展机遇。本文对零售企业进入国际市场的非股权方式和股权方式进行了研究,着重阐述了非股权进入方式的品牌建设与保护问题和股权进入方式的知识共享与转移机制建设问题。在此基础上进一步探讨了"一带一路"五通发展促进消费趋同背景下,零售企业要适应消费者主权时代的挑战,在国际化发展过程中结合目标市场国消费者特征,探索并提前布局线上线下相互融合、能够全方位连接消费者的全渠道零售模式。
[Abstract]:The "Belt and Road" initiative provides an important opportunity for retail enterprises to develop internationally. In this paper, the non-equity and equity approaches of retail enterprises entering the international market are studied. The problems of brand construction and protection of non-equity entry mode and the construction of knowledge sharing and transfer mechanism of equity entry mode are expounded emphatically. On this basis, the development of "Belt and Road" five links promotes consumption convergence under the background of "Belt and Road". Retail enterprises should adapt to the challenges of the era of consumer sovereignty, combine the characteristics of consumers in the target market countries in the process of international development, explore and advance the layout of online and offline integration, and be able to connect consumers in all aspects of the retail mode of all channels.
【作者单位】：北京信息科技大学经济管理学院;
【基金】：北京市教育委员会人文社会科学研究计划面上项目“基于消费者行为的北京市零售业商业模式创新研究”(项目编号:SM201511232002)
【分类号】：F125;F724.2

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