社会网络嵌入对零售专业技能本土化的影响——以家乐福在中国市场为例

在经济全球化的背景下,世界零售巨头纷纷实施国际化战略来谋求经济利益最大化。但基于东道国与母国市场环境的差异,跨国零售商往往不能将在母国市场发展起来的专业技能完全移植到东道国市场,有效运用本土化策略显得尤为必要。文章从社会网络嵌入的视角出发,通过对家乐福在中国市场发展的案例分析,发现跨国零售企业进入海外市场后,将嵌入到一个全新的社会网络中,只有有效利用由社会网络带来的社会资本与知识资源优势,才能有效的实现零售专业技能的本土化。

The Influence of Social Network Embeddedness on Retail Know-how Adaptation:Taking Carrefour in Chinese Market as an Example

In the background of economic globalization,the world's retail giants have implemented their international strategy to seek maximum economic benefits.But based on the difference of market environment between host country and homeland,international retailers often fail to completely transplant their retail know-how developed in homeland to a host market,so how to effectively use the adaptation strategy is necessary.From the perspective of social network embeddedness,this paper takes the development of Carref...