零售商业圈区位选择及其问题规避

随着经济全球化和我国改革开放的进一步发展,大量国际性商业特别是跨国企业进驻中国市场。为了扩展商圈范围,提升企业竞争力,跨国商业企业往往选择那些具有优势的区位,以达到策略的可实施性和目标的可实现性。基于商圈实务理论,就沃尔玛超市进驻浙江省金华市这一实例,研究了沃尔玛商圈的范围及其实务,在此基础上指出沃尔玛超市在商圈扩张过程中应该规避的区位选择问题。

Choice of Location and Problem of Circumventment in Retail Trade Circle

With the further development of economic globalization and China′s reform and opening-up,a large number of global business,especially multinational companies enter Chinese market.In order to expand the scope of trade circle and enhance the competitiveness of enterprises,transnational enterprises often choose the places which have the advantage of location,so that they can implement their strategies and achieve the goals.Taking Wal-Mart going into Jinhua of Zhejiang Province for instance,this paper mainly studies the range and practice of Wal-Mart trade circle based on practice theory of trade circle.Then,we point out the problems of location choice which Wal-Mart should avoid when the trade area is expanding.