市场邻近性模型:国际零售商海外扩张市场选择的一种理论解释

零售商海外扩张的区域选择问题是零售国际化研究的一个重点。本文在综合了大量的国外相关研究的基础之上 ,通过实证分析 ,构建出国际零售商海外扩张市场选择的一种理论框架 :市场邻近性模型。并由地理、经济、文化这三个基本要素组成的市场邻近三角形扩展成由文化、经济、社会、公共政策以及零售结构组成的市场邻近五角模型 ,为国际零售商海外扩张的市场选择 ,尤其是国际化初期阶段的市场选择提供了理论依据。

Market Proximity Model: One of Theoretical Explanation of Choosing Overseas Market of International Retailers

Choosing expansion market is one of important aspects of retail internationalization literature. On the basis of collecting the latest research data and relevant empirical studies in western countries, the author puts forward that Market Proximity Model provides one choice for international expansion of retailers,of which the basic model is a triangle of three elements including geography, culture and economy, which could be extended to a pentagon model in terms of other factors including culture, economy, society, public policy and retail structure. This model provides one of theoretical explanation for retailers' international expansion.