| 跨国零售企业本土化战略的成与败——Carrefour与Tesco在韩国市场经营的比较 |
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| 引用本文： | 赵圣淏. 跨国零售企业本土化战略的成与败——Carrefour与Tesco在韩国市场经营的比较[J]. 财经科学, 2009, 0(1) |
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| 作者姓名： | 赵圣淏 |
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| 作者单位： | 上海交通大学安泰经济与管理学院,上海,200030 |
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| 摘 要： | 全球排名第二的国际零售商Carrefour在2006年宣布退出韩国市场,而英国最大的零售企业Tesco则是目前唯一一家在韩国成功运营的大型外国零售商.本文从品牌文化、运作模式、营销技术以及人力资源与营运管理等四个方面比较了两者在韩国市场上不同的本土化战略,分析了两大企业失败与成功的原因.从而得到了满足普通消费者需求,注重解决文化冲突.以合资、合作的方式占领东道国市场等一系列值得中国零售企业学习的经验与启示.
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| 关 键 词： | 跨国零售企业 本土化战略 韩国市场 |
The Success and Failure of Multinational Retail Cooperations'''' Localization Strategy——A Comparative Study on Carrefour''''s and Tesco''''s Operating in Korean Market |
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| Zhan Shenghao. The Success and Failure of Multinational Retail Cooperations'''' Localization Strategy——A Comparative Study on Carrefour''''s and Tesco''''s Operating in Korean Market[J]. Finance and Economics, 2009, 0(1) |
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| Authors: | Zhan Shenghao |
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| Abstract: | International retailer Carrefour ranking the second in the whole world claimed to withdraw from Korean market in 2006,while Britain's largest retailer Tesco is currently the only multinational retailer who runs successfully in Korea.This thesis compares the different localization strategies of these two retailers in Korean market from the aspects of the brand culture,the operation model,the marketing technique,the human resource and operation management.Finally,this thesis presents some experience and enlig... |
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| Keywords: | Multinational Retail Cooperation Localization Strategy Korean Market |
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