北京理工大学珠海学院 2020 届本科生毕业论文 新形势下我国零售业国际化战略选择新形势下我国零售业国际化战略选择摘 要本文从区位市场选择、海外市场进入方式、市场竞争战略三大方面入手，结合零售业发展现状及特点，对我国零售业国际化进行战略选择。通过对知名跨国零售商国际化之路分析，发现在区位市场选择中，一般遵循 “就近原则”和“区位渐进原则”；在海外市场进入方式中，合资、独资、收购兼并、战略联盟、特许经营是五种常用的进入方式；在市场竞争战略中，多为采用成本领先战略或差异化战略或两者混合战略。在此基础上，本文从市场分析、形势与政策、经验结果多方面分析中得出我国零售业国际化的战略：亚太新兴经济体是我国零售业目前较为理想的海外市场，在新零售背景下战略联盟与收购兼并成为必然趋势，并在市场竞争战略上采用“成本领先+差异化”混合战略解决新零售中需求与供给的实质问题。关键词：零售业；国际化；区位市场投资选择；市场进入模式；市场竞争战略；北京理工大学珠海学院 2020 届本科生毕业论文China's retail industry internationalization strategy choice in the new situation AbstractThis article studies the three major aspects of location market selection, overseas market entry methods, and market competition strategies. We make strategic choices for the internationalization of China's retail industry through status’ development and characteristics of retail industry,. Through the analysis of the internationalization road of well-known multinational retailers, it is found that in the selection of location markets, generally follow the "proximity principle" and "regional gradual principle"; in overseas market entry methods, joint ventures, sole proprietorships, mergers and acquisitions, strategic alliances, franchise Management is the five commonly used entry methods; in market competition strategies, mostly cost-leading strategies or differentiated strategies or a mixture of the two strategies. 北京理工大学珠海学院 2020 届本科生毕业论文On this basis, this article draws on the...
