Discussion on the Strategy of Chinese Retail Enterprises’ Internationalization
|School||Ocean University of China|
|Keywords||Retail enterprises International strategy Lianhua Supermarket|
In recent years, the development momentum of China’s retail industry is growing stronger and its role in the economy is more and more important.Retail industry as convenient, affordable purchase channels of consumers, not only affects the manufacturer’s operating behavior and results, and as an important part of the service industry, it also has an important and lasting influence on national employment as well as income distribution. With the development of economic globalization and free trade, Wal-Mart, Carrefour, Metro and other large retailers are moving into the international market, and have achieved some success. International Business of Retail Enterprises is the important path to break geographical constraints for high-level development, and it is the inevitable trend of retail development.China as an emerging market, with its huge market size, strong economic growth, growing of middle class and its improving purchasing power, is becoming one of the most attractive retail markets attracting more and more international retailers to come in flocks. After the full liberalization of the Chinese retail market, international retailers have more to seize the Chinese market. The entry of foreign retailers, on the one hand , they bring advanced technology, management experience and business methods to retail enterprises in China; on the other hand, they also bring fierce competition for China’s retailers and a tremendous impact on retail enterprises in China.Chinese retail enterprises face two problems at this stage: one is how to improve core competitiveness to win in the fierce competition with the foreign retailers in the international domestic market; the other is how to get rid of the limitations of the domestic market and gradually expand into overseas markets for the retail business who have the strength. With the competitiveness of retail enterprises increasing in China, a number of large retail enterprises started to open up overseas markets, but retail enterprises in China is at the primary stage of internationalization, internationalization is a new topic for Chinese retail enterprises. Most of Chinese retail enterprises is still limited to domestic operations and do not have the ability to start international operations and only a few retail businesses have overseas operations. How to improve international competitiveness so as to go abroad successfully to explore overseas market for China’s retail enterprises? Based on this, the following aspects of the internationalization of retail enterprises in China have been studied: This article discusses the internationalization theory and the theory of internationalization of retail enterprises at home and abroad, and describes the definition of retail internationalization, supplying theoretical basis for the internationalization of Chinese retail enterprises; Study the necessity of Chinese retail enterprises’internationalization By analysis of development status of the international retail and the status of Chinese retail enterprises; Study the feasibility of Chinese retail enterprises’internationalization Through the analysis of the opportunities and advantages of Chinese retail enterprises’internationalization; Chinese retail enterprises’internationalization ; Analysis the decision-making framework for retail enterprises’internationalization; Study the successful experiences and failure lessens by analysis of the case of domestic and foreign retail enterprises’internationalization; Based on the cases, do research on the international strategies of Chinese retailers Outgoing international strategies include the research on the selection of target markets, the approach to enter into the target market , retail formats into the target market, the timing, size, speed to expand overseas markets and he problems which should be noted accordingly ;Finally, give advice on international strategy of China’s largest retail chain - Lianhua Supermarket.