零售专业技能的跨国转移与零售本土化问题研究  

Studies on International Transfer of Retail Expertise and Retail localization

作　　者：汪旭晖[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《商业经济与管理》2007年第6期9-16,共8页Journal of Business Economics

基　　金：国家教育部人文社科项目"零售国际化理论与中外零售商中国市场战略研究"(05JC790089);中国博士后基金项目(2005038338)的阶段性研究成果

摘　　要：零售专业技能的跨国转移与零售本土化问题是零售国际化理论研究的一个重要环节,对跨国零售商海外经营的成败有着重要的作用。本文对零售专业技能的内涵与构成进行了全新的界定,认为零售专业技能由零售技术、零售文化以及零售业态三部分构成,每一部分又可以分解成固化性与操作性两个层面,在此基础之上构建起零售专业技能跨国转移的理论框架,认为零售专业技能的固化性层面在跨国转移过程中应该进行标准化的复制,而操作性层面则可以进行不同程度的本土化调整,进而论文围绕零售专业技能操作性层面在跨国转移过程中的调整行为深入分析了跨国零售本土化边界与策略问题。International transfer of retail expertise and retail localization is one of the important aspects of retail internationalization studies, which plays the most significant role in the overseas operation of transnational retailers. In this paper, the author defines the conception of retail expertise and views retail technology, retail culture and retail format as three components of retail know - how, and each including fixation and operation. Then the author also establishes a theoretical framework about the international transfer process of retail know - how, which holds that at the level of fixation, retail expertise should be replicated with a standard in the process of international transfer, and that at the level of operation, retail expertise can be adapted and localized at a certain degree. On the basis of above analyses, the author discusses the boundaries and strategies of retail localization and adaptation in detail at the level of operation of retail expertise.

关 键 词：零售专业技能 跨国转移 零售技术 业态 本土化 

分 类 号：F252.24[经济管理—国民经济]