零售国际化中营销标准化与适应化互动机制研究  

A Study on Interactive Mechanism of Marketing Standardization and Adaptation in Retail Internationalization

作　　者：陈立平[1] 

机构地区：[1]首都经济贸易大学工商管理学院营销系

出　　处：《经济与管理研究》2010年第12期109-118,共10页Research on Economics and Management

摘　　要：近年,有关零售国际化中营销标准化与适应化问题研究最引人注目。但是,在理论上说明零售企业进入当地市场后本土化经营模式形成机制的该领域研究中,现有的研究更多围绕跨国零售公司在进入当地市场后是采用与母国市场一致的标准化经营模式,还是根据当地市场环境采用适应化的经营模式;或者"什么标准化(适应化)"以及"在什么程度标准化(适应化)"等对决策过程的分析,而在当地市场标准化和适应化是如何相互作用的,以及在这种互动中是如何形成本土化经营模式的等有关深入研究的成果很少。本论文从零售国际化过程中营销标准化—适应化相互作用的角度,力求探索跨国零售企业本土化经营模式的形成机制。为此论文首先对国际市场营销领域中标准化—适应化的理论研究进行梳理,在此基础上通过概念模型对以往在理论上未加以说明的本土化经营模式的形成机制进行探讨,并从长期能力构筑的视点去说明跨国零售企业的全球化扩张行动。Recent years, cases associated with marketing standardization and adaptation in the field of retail internationalization have been given top priority. However, in the realm of the localization of management models for the retail enterprises theoretically, recent researches focus more on whether the cross - country retailers should adapt new management model in accordance with the local environment or just stick to the same one they have in their domestic market. In other words, the question is in what degree the corporation could run its business according to standardization or adaptation. As a matter of fact, few research achievements exist on interactive mechanism of marketing standardization and adaptation, as well as the way to form its management model in its interactive mechanism. Starting with the angle of the interactive mechanism of marketing standardization and adaptation, the essay makes every effort to explore the formation mechanism of the localization of management models for the retail enterprises. For the purpose above, this paper will firstly classify the theory of standardization and adaptation in international marketing, on the basis of which, it will then discuss the formation mechanism of the localization of management models which has not been put across before according to the conceptual models. Furthermore, the paper will explain the global expansion of the cross - country retail companies in the view of long - term capacity construction.

关 键 词：零售国际化 标准化 适应化 本土化 

分 类 号：F713.5[经济管理—市场营销]