外资零售企业的发展战略选择研究 .doc

摘要:我国加入世界贸易组织以来，零售业的开放程度不断加大，对外资零售企业的地域，数量，股权比例等的限制也逐渐减少。许多外资零售行业陆续进入中国市场，随着时间的推移，发展的规模越来越大，也越来越成功，中国零售行业也面临着极大的挑战。我们要认真分析外资企业战略选择的优势，针对其优势，中国的零售行业不仅仅要意识到危机，更需要选择适合自身的发展战略，充分利用本土优势，建立适合自己的市场定位，明确战略方向，以此来推动中国零售行业的发展。在这种背景下，分析外资企业的在中国的发展战略，为我国零售企业未来的发展提供相应的理论依据和借鉴，具有非常重要的战略意义。

　　本文拟以法国欧尚超市为例分析了外资零售企业在中国的发展状况、进入方式及未来发展方向方向，通过这些分析指出外资零售企业的优势在于管理理念，规模，成本和效率等，不足之处在于本土化经验。在此基础上分析我国零售企业未来发展所面临的挑战和应对策略，我国零售企业的长远发展做出借鉴。

关键词：外资零售行业；挑战；危机；发展战略；未来方向

Abstract:Since joining the WTO, our country in recent years, increasing the degree of opening of retail industry, the phasing out of the foreign-funded commercial enterprises in the region, the number of enterprises, the proportion of stock ownership and the existing form of constraints. Many foreign retail enterprises to enter the Chinese market, with the passage of time, the scale of development is more and more big, also more and more successful, Chinese retail enterprises are facing great challenges. We should carefully analyze the strategic choice of foreign enterprise advantage, according to its advantage, China's retail industry not only to be aware of the crisis, more need to choose the suitable development strategy, make full use of local advantages, to establish their own market position, a clear strategic direction, in order to promote the development of China's retail industry. In this background, research summary of foreign retail enterprises in recent years in the Chinese retail market business strategy system, provide the basis for China's retail enterprises to develop the corresponding countermeasures, have very important significance.

     This paper intends to Auchan supermarket as an example to analyze the current situation in China, foreign retail enterprises future expansion strategy and direction, it is pointed out that the foreign retail enterprises advantage capital, scale, cost and profitability through these analysis, the disadvantage lies in the localization of experience and the terminal node. On the basis of the retail enterprises of our country should be competitive and competitive location selection, choice of organization, logistics integration and so on to the foreign capital retail enterprise competition. The main research contents are as follows:

Keywords: Foreign retail industry ;challenge ;crunch ;development strategy ;future directions.

外资零售企业在中国的发展战略研究不是新提出来的一个观点，国内国外的学者都对其做过研究，在本文，我着重通过陈述国内外零售企业的现状分析，以及举例分析法国欧尚店在中国的发展，分析中外零售企业在中国的发展战略选择，从而进一步分析中国零售企业发展的有效战略及途径。针对以上情况，我觉得对此论题的研究具有重要价值：

1．运用对比的方法来分析外资零售企业与中国零售企业进行相比较，从而发现我国零售企业的优劣势，为我国零售企业能够更好地发展提供借鉴和帮助。

2．运用实例，即法国欧尚在中国的发展各方面的分析，详细阐述以欧尚为代表的外资零售企业是如何进入中国市场，并一步步发展，最后占据中国市场并不断扩大的。

3．深入研究外资零售企业在在中国的发展战略，有助于帮助我国零售企业意识到自身存在的不足，进而借鉴国外的发展战略，改变其不足的，并利用我国零售企业的本土优势，在零售行业占据一席之地。