中国零售业“走出去”的目标市场选择机制研究——基于“一带一路”的背景  

Study on the Mechanism of Choosing the Target Markets for China's Retail Industry “Going Out”——Based on the Background of “The Belt and Road Initiative”

作　　者：尹卫华[1,2] 朱瑞庭 YIN Wei-hua;ZHU Rui-ting(Business School,Shanghai Jianqiao University, Shanghai 201306 , China;College of Business,Shanghai University of Finance and Economics , Shanghai 200433 , China)

机构地区：[1]上海建桥学院商学院,上海201306 [2]上海财经大学商学院,上海200433

出　　处：《商业经济与管理》2018年第5期5-16,共12页Journal of Business Economics

基　　金：国家社会科学基金项目"中国零售业‘走出去’对接‘一带一路’国家战略的途径及对策研究"(16BGL012)

摘　　要：以往的研究显示,源于西方发达国家零售业国际化实践的市场邻近模型是零售业选择海外目标市场的重要理论依据,其中,地理相近、文化相缘是海外目标市场选择的重要驱动因素。基于41家中国连锁百强为主的企业及专家问卷调查显示,"一带一路"框架下的"五通"建设以及中国零售业关联产业的整体优势,对中国零售业把"一带一路"沿线国家和地区作为中国零售业"走出去"目标市场具有显著的积极影响,地理相近、文化相缘对海外目标市场选择的调节作用则没有得到实证研究的支持。综上,"一带一路"沿线国家和地区是中国零售业"走出去"的重要目标市场。因此,中国零售业"走出去"应与国家战略进行积极对接、联动;同时要充分发挥中国零售业及其关联产业的整体优势。Previous researches show that the market proximity model from the practice of internationalization of the retail industry in western developed countries is an important theoretical basis for the selection of the target market. In this model,geographical distance and cultural similarity are important driving factors for the overseas target market selection. Based on the questionnaire survey about 41 of the top 100 chain companies in China’s retail industry and from 45 experts in international business field,the five major goals of＂The Belt ＆ Road Initiative＂and the integrated competitiveness of related industries of China’s retail sector have significantly positive effect on the decision-making which promotes China’s retail companies adapting to ＂the Belt and Road Initiative＂,and then the feasibility of entering B＆R countries. Meanwhile,the moderating effects of the geographical distance and cultural similarity on overseas target market selection have not been confirmed. Therefore,the B＆R countries are important target markets for the China’s retail industry ＂Going out＂. As such,active efforts should be made to explore the integrated and interactive development mechanism between the national strategies and retail internationalization strategy; and the integrated advantages of related industries of China’s retail sector should be granted.

关 键 词：“一带一路” 目标市场选择 地理相近 文化相缘 关联产业 

分 类 号：F710[经济管理—产业经济]