零售国际化研究前沿探析与展望  

Research on Retail Internationalization:Frontier Analysis and Prospects

作　　者：冯睿[1] 蒋廉雄[1] 

机构地区：[1]中山大学国际商学院

出　　处：《天津师范大学学报（社会科学版）》2015年第4期73-77,共5页Journal of Tianjin Normal University(Social Science)

基　　金：国家自然科学基金项目(71372152);中央高校基本科研业务费专项资金项目(1109118);广东省学科与专业建设专项资金项目(2013WYXM0002)

摘　　要：近年来,随着跨国零售商全球扩张的日益加速,零售国际化研究受到了学界的广泛关注。跨国零售商为什么进入海外市场,进入当地市场之后执行什么样的经营战略,针对此类进入动机研究与战略类型分析逐渐成为研究重点。并且,在研究深化的过程中,对于零售国际化行为的界定,以及标准化与适应化战略关系的探讨构成了新的研究主题。未来研究可以从更多元的视角进一步完善与深化。In recent years,with the increasing acceleration of global expansion of transnational retailers,research regarding retail internationalization having interest in academic circles.The research of entry motivation and the analysis of strategy types,such as＂why＂transnational retailers enter the overseas market,and＂what kind of＂business strategies they take after entering the local market,has been the major focus of existing research.Furthermore,in the process deepening the research in this area,the definition of retail internationalization behaviors and discussions on standardization and adaptation of strategic relationships constitute a new research topic.Future research can further improve and deepen the understanding of retail internationalization from a multi-dimensional perspective.

关 键 词：零售国际化 跨国零售商 进入动机 标准化与适应化 

分 类 号：F713.32[经济管理—产业经济]