国际零售商海外市场选择机理--基于市场邻近模型与心理距离视角的解释

市场邻近模型是以地理邻近与文化邻近为基点，并增加了经济、社会、零售结构与公共政策这几个标准，而构建起的市场邻近六角模型。国际零售商在海外市场选择时，尤其是在国际化初期，将偏好于向与母国市场具有邻近性的海外市场进行扩张。通过心理距离来对市场邻近程度进行衡量，更符合零售商海外扩张团队决策的实际。本文对心理距离的含义进行了界定，提出了心理距离的测量方法，并对心理距离悖论问题进行了分析。最后对市场邻近模型与心理距离之间的关系，以及两者在国际零售商海外市场选择中的作用进行了评述。

Mechanism of Overseas Market Selection of International Retailers--An Explanation from Market Proximity Model and Psychic Distance

Market proximity model is a hexagon on the basis of geography,culture,economy,society,retail structure and public policies. International retailers prefer to expand to overseas market that has proximity with the market of home country,especially when retailers just embark on internationalization. Psychic distance could be used to measure the proximity between home country and host country,which reflects the reality of team decision-making of retail internationalization. In this paper,the author defined psychic distance; set forth the approaches to measure psychic distance; analyzed psychic distance paradox. Finally,commented on the relationship of market proximity model and psychic distance,and their roles in selecting overseas market of international retailers.