跨国零售企业在中国的店铺布局与市场选择——基于28家跨国零售企业的实证分析

已经进入中国的跨国零售企业的店铺已基本覆盖了中国主要的经济中心城市,长三角、珠三角、环渤海和川渝地区是其店铺布局最为密集的地区;部分跨国零售企业已经完成了在全国市场的战略性布局,并且已经开始大规模扩张;跨国零售企业在中国扩张选择市场时主要受中国零售市场的对外开放政策、中国城市市场的经济发展水平与消费能力、商务环境和投资政策、城市的性质、功能和区位条件、跨国零售企业在中国市场的发展战略等因素的影响。

Store Layout and Market Selection by International Retailers in China

So far stores of international retailers have covered the major economic cities,with Yangtze River Deltal,Pearl River Delta,Bohai Economic Rim and Sichuan-Chongqing region being the concentrated regions for international retailers.Some of the international retailers have completed the strategic layout in China and started large scale expansion over the country.In selecting the target market during the expansion process,the international retailers will consider such factors as: opening policies of China's retailing market;the level of economic development and consumption;business environment and investment policies;the nature,function,position of a city;and the development strategy of the international retailers in China's market.