跨国零售企业海外市场进入方式研究

跨国零售企业海外市场进入方式作为其经营战略的重要组成部分,影响着企业未来的生存与绩效。本文特别考虑到了以往研究被忽略的政策因素及战略因素,明确了进入方式与内在特性之间的关系,以及内在特性与企业各种内外因素之间的关系,从而系统地建立了描述进入方式的数学模型。利用模型定量研究了6个跨国零售企业在华1995～2008年期间进入方式的转变,得到和实际情况较为一致结果,并与以往的定性研究成果相符合,实证检验了模型的精确性和可靠性。该模型的建立,可为定量研究零售企业海外市场进入方式提供新的思路和方法。

The Research on Transnational Retailer's Entry Mode into the Overseas Market

As an important part of business strategies, the entry mode into the overseas market of the transnational retailer may affect their own future survival and performance. In this article, policy factors and strategical factors ignored in the former research are particularly taken into account, and the relationships between the internal characteristics and the entry mode as well as various internal and external factors of the transnational retailer are established, thus the paper sets up the mathematical model...