中国零售业“走出去”对接“一带一路”的目标市场选择  

How Does China's Retail Industry “Going Out” Strategy Adapt to the Belt and Road Initiative:the Choice of Target Market

作　　者：朱瑞庭[1] ZHU Rui-ting(Shanghai Jianqiao University,Shanghai201306,China)

机构地区：[1]上海建桥学院商学院,上海市201306

出　　处：《中国流通经济》2017年第7期12-19,共8页China Business and Market

基　　金：国家社会科学基金一般项目"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：中国零售业"走出去"与"一带一路"建设在理念上高度契合、在内容上高度重叠,前者可为后者提供市场动力并奠定民心基础,后者可为前者突破准入障碍并改善设施条件。基于目前我国零售业发展和"走出去"的现状,并充分考虑宏观区域一体化战略与微观企业国际化战略之间的对接联动机制,在宏观层面,"一带一路"战略顶层设计应精心策划,将放松"一带一路"沿线国家的市场准入限制、完善其基础设施条件列为重要的战略实施内容,逐步缓解并消除零售业"走出去"的外部障碍;在中观层面,零售行业应将东南亚国家作为首要的目标市场,积极开拓中亚市场,注意规避进入蒙俄和欧洲市场的风险,动态关注南亚和西亚市场的发展变化,并将其定位为中远期拓展的目标市场,同时充分发挥中国零售价值链的整体优势,集群式"走出去";在微观层面,零售企业应合理选择业种业态、投资方式和本土化路径,树立中国零售品牌形象。The“Going Out”strategy of China’s retail industry is highly consistent with the implementation of the Belt andRoad Initiative in terms of idea and content;the former one can provide the latter one with market driving force and popularsupport;and the latter one can help the former one to break through access barrier and improve the condition of infrastructure.Based on the current situation of China’s retail industry and the consideration of regional integrated strategy and the interactivemechanism among different internationalization strategies,the author puts forward that:from the macro level,we should havethe elaborate top design of the Belt and Road Initiative,make relaxing restriction on market access for countries along the Beltand Road and improving infrastructure as the important strategic content,and gradually eliminate the external barriers on theretail industry in implementing the“Going Out”strategy;from the meso level,the retail industry should take Southeast Asiancountries as the primary target market,explore the Middle Asian market,avoid the risk involved in Mongolian,Russian andEuropean markets,dynamically pay attention to the changes in South and West Asian markets and take these markets as themiddle-and-long-term target markets,and give full play to the role of integrated advantages of China’s retail value chain,andpromote the enterprises to go out as groups;and from the micro level,the retail enterprises should rationally choose the suitabletype of business,pattern of investment and path of localization to foster the brand image of China’s retail industry.

关 键 词：中国零售业 “一带一路” “走出去” 集群式 品牌 

分 类 号：F752.69[经济管理—国际贸易]