中国百强连锁企业区域分布与区域扩张战略的实证分析

本文通过对百强连锁企业总部和店铺布局的考察,对中国连锁企业的跨区域扩张战略进行了初步研究。研究结果表明:中国连锁企业跨区域扩张正处于初级阶段,长三角、珠三角和环渤海地区是连锁企业及其店铺分布最密集的地区;连锁企业市场选择主要考虑城市市场环境、城市市场竞争和人力资源可获性、城市区位条件,以及城市市场的消费能力等因素;企业在跨区域扩张时主要采取由近及远、密集布局、逐步推进与重点进入、点面结合的店铺布局战略。

An Empirical Study on the Regional Distribution and Their Expansion Strategy of Top 100 Chain Enterprises in China

The authors take Chinese top 100 chain enterprises as samples and study the problems of their regional distribution and expansion strategy. Conclusions show that Chinese chain enterprises are in their elementary phase of regional expansion. There are three regions with the densest chain enterprises and their stores, they are Bohai Sea Region, Yangtze River Delta and Pearl River Delta. The most important factors that influence the market selection decision are the universal environment, the situation of competition and qualified human resources, the location and consumption power of urban markets. Chain enterprises take the expansion strategies of distributing their stores step by step from the near to farther markets when they enter important markets.