零售专业技能本土化对零售企业海外市场绩效的影响  

Impact of Adaptation of Retail Know-how on Retailer's Performance in Overseas Market

作　　者：汪旭晖[1] 张其林[1] 毕克贵[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：《当代经济管理》2013年第6期15-20,共6页Contemporary Economic Management

基　　金：国家社会科学基金项目<我国大型零售企业国际化发展行为与政策保障体系研究>(10CJY060);霍英东教育基金会高等院校青年教师基金项目(131078);教育部人文社会科学研究一般项目(12YJA630115);辽宁省百千万人才工程项目(2011921055)的阶段性研究成果

摘　　要：以在华外资零售企业为研究对象,运用结构方程模型验证了零售专业技能本土化对零售企业海外市场绩效的影响。研究发现,商品本土化、价格与促销本土化、选址本土化、物流本土化与人力资源本土化均对零售企业的海外市场绩效具有显著的正向影响;而服务本土化与店铺环境本土化对零售企业海外市场绩效的影响并不显著。本研究对于外资零售企业在华发展以及本土零售企业未来的国际化发展与当前国内市场的跨区域扩张都有重要的借鉴意义。Taking foreign retailers in China as examples, this paper makes an empirical study on the impact of adaptation of retail know-how on retailer＇s performance in overseas market taking advantage of an integrating theoretical framework. The study finds that product adaptation, price and promotion adaptation, location adaptation, logistics adaptation and human resources adaptation all have positive influence on retailer＇s performance in overseas market, while service adaptation and store environment adaptation have no influence on retailer＇s performance in overseas market. It is of important reference for foreign retailers in China, as well as Chinese domestic retailers＂ international development in the future and interregional expansion within China currently.

关 键 词：零售专业技能 本土化 市场绩效 

分 类 号：F713.32[经济管理—产业经济]