中国零售业“走出去”对接“一带一路”的目标市场选择

发布时间：2018-06-17 05:02

本文选题：中国零售业 + “一带一路”　；参考：《中国流通经济》2017年07期

【摘要】：中国零售业"走出去"与"一带一路"建设在理念上高度契合、在内容上高度重叠,前者可为后者提供市场动力并奠定民心基础,后者可为前者突破准入障碍并改善设施条件。基于目前我国零售业发展和"走出去"的现状,并充分考虑宏观区域一体化战略与微观企业国际化战略之间的对接联动机制,在宏观层面,"一带一路"战略顶层设计应精心策划,将放松"一带一路"沿线国家的市场准入限制、完善其基础设施条件列为重要的战略实施内容,逐步缓解并消除零售业"走出去"的外部障碍;在中观层面,零售行业应将东南亚国家作为首要的目标市场,积极开拓中亚市场,注意规避进入蒙俄和欧洲市场的风险,动态关注南亚和西亚市场的发展变化,并将其定位为中远期拓展的目标市场,同时充分发挥中国零售价值链的整体优势,集群式"走出去";在微观层面,零售企业应合理选择业种业态、投资方式和本土化路径,树立中国零售品牌形象。
[Abstract]:Highly fit Chinese retail industry "going out" and "The Belt and Road construction in concept, high degree of overlap in content, the former can provide power for the market and establish the people based, which can break the barriers for the former and improve facilities. The current development of China's retail industry and" going out "based on the current situation and, considering the macro region Docking linkage mechanism between internationalization integration strategy and micro enterprise strategy, at the macro level, the top-level design strategy The Belt and Road "should be carefully planned, will relax market access The Belt and Road along the country's restrictions, improve its infrastructure as an important strategic implementation, gradually reduce and eliminate the retail industry" go out " At the middle level, the retail industry should take the Southeast Asian countries as the primary target market, actively develop the Central Asian market, pay attention to avoid the risk of entering the Mongolia Russia and the European market, and pay attention to the development and changes of the South and Western Asia market dynamically, and position it as the target market of the middle and remote extension, and give full play to the retail value of China. The overall advantage of the chain is the cluster "going out". At the micro level, the retail enterprises should choose the format of business, the way of investment and the path of localization, and set up the image of Chinese retail brand.
【作者单位】：上海建桥学院商学院;
【基金】：国家社会科学基金一般项目“中国零售业‘走出去’对接‘一带一路’国家战略的途径及对策研究”(16BGL012)
【分类号】：F125;F724.2

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