中外零售企业中国市场的跨区域扩张——基于58家连锁企业店铺布局的比较研究

本文应用35个中国跨区域经营的零售企业和23个在中国市场跨区域经营的跨国零售企业店铺布局的调查数据对中外零售企业在中国市场的跨区域扩张战略进行了比较研究.研究结论表明,中外零售企业都选择了大型超市和超市作为跨区域扩张的主导业态,而本土企业的业态组合更加复杂;本土企业的市场覆盖率高于跨国企业,但其店铺网络呈现出"广泛覆盖,局部密集"的特征;跨国企业在跨区域扩张过程中的战略布局意图比本土企业更为明显.

Interregional Expansion of National and International Retailers in Chinese Market——A Comparative Study Based on the Store Distribution of 58 Chain Companies

Taking the investigation data of 35 national and 20 international interregional retailers in Chinese market as sample, the author conducts a comparative study of regional expansion strategies of these sample companies. It is found that national and international retailing companies all select the supermarket and hypermarket as the dominant forms, and the form mixes of national retailers are more complicated than international ones. The market coverage of national retailers is higher than their international competitors, and the store network of national retailers demonstrate the characters of wide coverage and regional intensiveness. The strategic expansion intention of international retailers is more obvious than national retailers.