The Research on the Strategy of International Operation for Chinese Retail Enterprises
|School||Wuhan University of Technology|
|Course||International Economy and Trade|
|Keywords||retail enterprises internationalization target market evaluation|
With the development of the economic globalization and the reduce of international trade barriers, many large-scale and competitive retail enterprises have entered into the international market, some world’s top retailers such as Carrefour, Wal-Mart, Metro have achieved great success in their international operation. International operations targeted at overseas markets have become the effective way for retail enterprises to create economies of scale and to develop toward a higher level. Internationalization of retail enterprises is now becoming a focus in retail research area.In China, retailing industry is the most dynamic one. Under the fierce competition with world’s top retailers domestically, a lot of domestic retailing enterprises grow very fast and become more competitive. After China’s accession to the WTO and the full liberalization of domestic retailing market, the pace of economy internationalization has undoubtedly quickened, which push domestic retailing enterprises into more severe competition. If still remain passive drift with the tide in such a urgent situation, they will eventually be eliminated. In order to survive, a strategic choice the domestic retailer should make is to operate internationally, build up international competitiveness and making the international profits.According to the above discussion, the paper provides some examples of world’s top retailers’ internationalization pattern and analyzes this issue from four points as below:Firstly, the paper defines the meaning and illustrates the relevant theory of retailing internationalization.Secondly, taking Carrefour and Wal-mart as example, the paper analyzes the world retailer giants’ international process and sums up the the experience in their international expansion.Thirdly, combining with the current situation of our domestic retailing market, the paper analyzes the motive of Chinese retailing enterprises’ internationalization from the push and pull factors .Finally, the paper suggests some countermeasures against internationalization strategy for Chinese retailing enterprises, including the selection of the target market oversea, the market entry pattern, the market entry speed and scale, and so on.