本文選題：美國零售商 + 國際化動(dòng)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(gè)研究熱點(diǎn)。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(jià)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(dú)樹一幟。由2008年全球經(jīng)濟(jì)危機(jī)引起的經(jīng)濟(jì)蕭條和消費(fèi)者消費(fèi)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(shí)Wal-Mart也在向ABC學(xué)習(xí),努力提高產(chǎn)品質(zhì)量設(shè)計(jì),試圖與ABC進(jìn)一步爭奪顧客消費(fèi)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(kuò)張步伐步步強(qiáng)占地盤。ABC此時(shí)應(yīng)當(dāng)何去何從?ABC公司運(yùn)營策略一直穩(wěn)健保守,它是否應(yīng)規(guī)劃實(shí)施冒險(xiǎn)的國際擴(kuò)張戰(zhàn)略呢?中國印度成為全球爭奪的熱點(diǎn)市場,ABC應(yīng)抓住時(shí)機(jī)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(dá)市場?它應(yīng)當(dāng)怎樣進(jìn)入國際市場又怎樣建立自己的競爭優(yōu)勢呢?本文主要運(yùn)用富蘭克林.R.魯特的國際市場進(jìn)入戰(zhàn)略理論對以上問題進(jìn)行了研究。本文中的國際市場進(jìn)入戰(zhàn)略是一個(gè)系統(tǒng)而廣泛的命題,它不僅僅停留在對企業(yè)的進(jìn)入模式分析的單一層面,它包含了企業(yè)的國際市場進(jìn)入動(dòng)因分析,對擬進(jìn)入的國際市場的選擇,進(jìn)入模式的選擇以及進(jìn)入國際市場后的競爭戰(zhàn)略等幾個(gè)要素,這幾個(gè)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(gè)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(shí)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(shí)際的研究方法,綜合運(yùn)用了多門學(xué)科的理論知識(shí)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(jìn)行決策的思想貫穿全文各個(gè)部分。本文側(cè)重于分析解決企業(yè)在國際化背景下的實(shí)際問題,同時(shí)ABC的國際市場進(jìn)入戰(zhàn)略研究也可作為其它同類型企業(yè)進(jìn)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F272.3;F737.12

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