201704020112赖秋荣-新零售背景下跨国零售企业在华经营现状及应对策略研究.docxVIP

PAGE PAGE 1 新零售背景下跨国零售企业在华经营现状及应对 策略研究 内 容 摘 要 新科技革命催生许多新生事物，“新零售”一词自2016年来逐渐进入我国大众视野并引发热议，零售业迎来新变革。同时，以家乐福、沃尔玛等为代表的大型外资商超纷纷出售股份或部分业务，跨国零售商出现水土不服现象，如何更好在我国发展下去是目前值得研究的课题。本文首先通过对近几年跨国零售企业在我国的营业面积等统计数据进行搜集、整理和分析，在前人研究基础之上总结出跨国零售商在我国经历了哪些发展阶段，根据统计数据探讨在不同的时期的发展特征，结合PEST分析当下跨国零售企业在我国面临的外部环境。其次分别从自有品牌和本土化战略两个层面去研究其主要的跨国经营模式，以便更好地应对。随后，举麦德龙被物美集团收购后产生的变化例子，从中得出其转型中对其他在华跨国零售商的启示，一是保持自身经营特色，打造差异化竞争力，二是结合中国市场情况展开本土化战略调整。最后得出在我国的跨国零售企业应对新零售冲击的策略，线上线下深度融合是必然趋势，线下门店体验线上下单再加上物流配送的经营模式是跨国零售商需借鉴的。专注于服务定位市场的目标客户群，找准市场定位有助于构建企业差异化竞争力。跨国零售商应保持市场敏感度，重视市场变化，同时，有必要提高数字化技术水平，对销售运输等环节进行数字化改造，以适应互联网时代的变化。 关键词：新零售 跨国零售企业 麦德龙 Study on The Current Situation and Countermeasures of Multinational Retail Enterprises Operations in China under the Background of New Retail Abstract The new scientific and technological revolution has given birth to many new things. Since 2016, the word new retail has gradually entered the public vision of our country and caused heated discussion, and the retail industry has ushered in new changes. At the same time, Carrefour, Wal Mart and other large-scale foreign-funded supermarkets are selling shares or part of their businesses one after another, and multinational retailers are not acclimatized to the situation. How to better develop in China is a topic worthy of study. This paper first collects, sorts out and analyzes the statistical data of multinational retail enterprises business area in China in recent years, summarizes the development stages of multinational retailers in China based on previous studies, discusses the development characteristics in different periods according to the statistical data, and analyzes the external environment of multinational retail enterprises in China combined with PEST. Secondly, it studies the main transnational business model from the two levels of private brand and localization strategy, in order to better deal with it. Then, taking the changes of Metro after it was acquired by Wumart group as an example, we can get