跨国零售企业中国市场营运模式比较及启示

纵观跨国零售企业中国市场的营销运作,显现出创新的竞争作为和卓越的竞争成效,因而有必要关注跨国零售企业中国市场营销个性的差异,尤其需要研究其营销共性的特征,将其营销运作模式进行对比分析,提炼核心能力的基本框架,把握核心能力关键所在,探索零售企业核心能力与行业竞争态势、目标市场竞争环境、以及总体竞争趋势的关联度,寻求我国零售企业跨入国际市场参与竞争的借鉴之路。

Comparison of Marketing Modes of Multinational Retailing Enterprises in the Chinese Market and Their Suggestion

By reviewing the marketing operation of multinational retailing enterprises in the Chinese market, we can easily find it has shown innovative actions of competition and outstanding effect of competition. It is needed, therefore, to concern ourselves with the individual marketing discrepancy of those multinational retailing enterprises in the Chinese market. Itis especially needed for us to study their shared traits of marketing, make comparative analysis of their marketing modes. We should sum up the basic frame of core competence, and master the essence of it by probing into core competence of retailing enterprises the industry competition situation, the competition environment of target market and the relevance of overall competition trend in order to seek some feasible ways for Chinese retailing enterprises to enter the world market and compete in it.