本文選題：美國零售商 + 國際化動因�。� 參考：《山東大學(xué)》2012年碩士論文

【摘要】：全球化趨勢不可阻擋,零售國際化正日漸成為零售領(lǐng)域的一個研究熱點。ABC公司是美國名列前茅的折扣連鎖零售店,與直接對手Wal-Mart競爭激烈。雖然價格比Wal-Mart略高,但ABC一直以卓越的品牌管理和質(zhì)量管理在折扣零售市場中獨樹一幟。由2008年全球經(jīng)濟危機引起的經(jīng)濟蕭條和消費者消費習(xí)慣的改變令A(yù)BC流失了許多目標(biāo)顧客群,ABC的銷售業(yè)績和發(fā)展速度大受影響。同時Wal-Mart也在向ABC學(xué)習(xí),努力提高產(chǎn)品質(zhì)量設(shè)計,試圖與ABC進一步爭奪顧客消費群。在國內(nèi)市場中,競爭日趨激烈市場日趨飽和；在國外市場中,Wal-Mart已取得優(yōu)勢地位,現(xiàn)正在加大擴張步伐步步強占地盤。ABC此時應(yīng)當(dāng)何去何從?ABC公司運營策略一直穩(wěn)健保守,它是否應(yīng)規(guī)劃實施冒險的國際擴張戰(zhàn)略呢?中國印度成為全球爭奪的熱點市場,ABC應(yīng)抓住時機迅速占領(lǐng)這些高潛力市場還是應(yīng)該選擇更臨近的歐美發(fā)達市場?它應(yīng)當(dāng)怎樣進入國際市場又怎樣建立自己的競爭優(yōu)勢呢?本文主要運用富蘭克林.R.魯特的國際市場進入戰(zhàn)略理論對以上問題進行了研究。本文中的國際市場進入戰(zhàn)略是一個系統(tǒng)而廣泛的命題,它不僅僅停留在對企業(yè)的進入模式分析的單一層面,它包含了企業(yè)的國際市場進入動因分析,對擬進入的國際市場的選擇,進入模式的選擇以及進入國際市場后的競爭戰(zhàn)略等幾個要素,這幾個要素的研究按照其內(nèi)部的邏輯先后順序依次展開,展現(xiàn)了一個圍繞企業(yè)國際化命題從最初設(shè)定國際化戰(zhàn)略目標(biāo)到最后制定目標(biāo)國競爭戰(zhàn)略以實現(xiàn)既定戰(zhàn)略目標(biāo)的完整過程與畫面。本文主要采取理論結(jié)合實際的研究方法,綜合運用了多門學(xué)科的理論知識及工具模型以分析問題解決問題,而結(jié)合企業(yè)內(nèi)外部環(huán)境因素來進行決策的思想貫穿全文各個部分。本文側(cè)重于分析解決企業(yè)在國際化背景下的實際問題,同時ABC的國際市場進入戰(zhàn)略研究也可作為其它同類型企業(yè)進行國際化探索的參考和借鑒。
[Abstract]:The trend of globalization is irresistible. Retail internationalization is becoming a research hotspot in the retail field. ABC Corporation is one of the leading discount retail stores in the United States, which competes fiercely with Wal-Mart, its direct competitor. Although the price is slightly higher than Wal-Mart, but ABC has been excellent brand management and quality management in the discount retail market unique. The recession caused by the global economic crisis in 2008 and changes in consumer spending habits have caused ABC to lose many of its target customers to its sales performance and growth rate. At the same time, Wal-Mart is learning from ABC, trying to improve the design of product quality, trying to further compete with ABC for customers. In the domestic market, the increasingly competitive market is becoming increasingly saturated; Wal-Mart has gained a dominant position in the foreign market, and is stepping up its expansion step by step. Should it plan a risky international expansion strategy? China and India have become the hot market for global competition. Should ABC seize the opportunity to quickly occupy these high-potential markets or should it choose the closer developed markets in Europe and the United States? How should it enter the international market and establish its own competitive advantage? This paper mainly uses Franklin R. Rupert's theory of international market entry strategy studies the above problems. The international market entry strategy in this paper is a systematic and extensive proposition, it not only stays at the single level of the enterprise entry mode analysis, but also contains the enterprise's international market entry motivation analysis. The selection of the international market to be entered, the choice of the entry mode and the competitive strategy after entering the international market, and so on. The research of these elements is carried out in turn according to its internal logical order. It presents a complete process and picture of enterprise internationalization from the initial setting of internationalization strategic objectives to the final formulation of the target country competition strategy to achieve the established strategic objectives. This paper mainly adopts the research method of combining theory with practice, synthetically applies the theory knowledge and tool model of many disciplines to analyze the problem solving problem, and combines the internal and external environmental factors of the enterprise to carry on the decision-making thought through every part of the whole text. This paper focuses on analyzing and solving the practical problems of enterprises under the background of internationalization, and at the same time, the research on the international market entry strategy of ABC can also be used as a reference for other enterprises of the same type to explore internationalization.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F272.3;F737.12

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