【摘要】： 國際化經(jīng)營是經(jīng)濟全球化的基礎,零售企業(yè)品牌全球化隨著全球經(jīng)濟一體化發(fā)展越來越受到關注。與此同時,隨著中國經(jīng)濟的高速發(fā)展和零售市場的全面開放,中國零售企業(yè)開始國際化經(jīng)營,海外市場營銷問題已成為造就中國跨國零售企業(yè)的重要課題,而海外市場品牌塑造更是其中的關鍵問題。隨著跨國公司品牌全球化范圍的擴大和程度的加深,理論界和企業(yè)界的人士發(fā)現(xiàn)文化差異及其敏感性成了制約品牌塑造的重要因素之一。因此,零售企業(yè)海外市場品牌塑造,即是在不同文化下塑造零售企業(yè)品牌。這不僅成了零售企業(yè)高度關注的問題,而且也成了值得探索的理論問題。 本研究以中國零售企業(yè)為對象,以塑造中國零售企業(yè)品牌為目標,從不同文化角度研究中國零售企業(yè)海外市場品牌塑造的策略。首先對有關零售企業(yè)海外市場品牌塑造的文獻進行回顧和整理,并對這些研究存在的局限性進行評述和總結(jié)。其次從中國零售企業(yè)海外市場品牌塑造的現(xiàn)狀入手,分析了中國零售企業(yè)海外市場品牌塑造的有利條件和障礙。再次分析了影響零售企業(yè)海外市場品牌塑造的核心因素——文化因素。從文化與零售品牌塑造的關系研究入手,指出文化對品牌塑造的影響是全方面的,文化影響到零售品牌塑造的各個層次。因此,零售企業(yè)在海外場塑造品牌時必須對文化環(huán)境做深入分析,本研究在前人研究的基礎上,將世界文化分為東方文化、西方文化和中東文化,為零售企業(yè)海外市場品牌塑造的文化分析提供參考。然后,以美國的沃爾瑪和法國的家樂福為例,通過比較在不同文化下塑造品牌的成功與失敗經(jīng)驗,及在相同文化下塑造品牌的成功與失敗經(jīng)驗,為我國零售企業(yè)海外市場品牌塑造提供啟示。最后,在前文文化分析的基礎上,借鑒國際知名零售企業(yè)品牌塑造的經(jīng)驗,從不同文化角度,提出了我國零售企業(yè)海外市場的品牌進入策略及塑造策略,為我國零售企業(yè)海外市場的品牌塑造提供指導。
[Abstract]:International management is the foundation of economic globalization, and brand globalization of retail enterprises has been paid more and more attention with the development of global economic integration. At the same time, with the rapid development of China's economy and the overall opening of the retail market, Chinese retail enterprises have begun to operate internationally, and the issue of overseas marketing has become an important issue for bringing up Chinese transnational retail enterprises. The overseas market brand shaping is one of the key issues. With the expansion and deepening of the scope and degree of globalization of multinational corporations, people in theory and business circles have found that cultural differences and their sensitivities have become one of the important factors restricting brand shaping. Therefore, the retail enterprise overseas market brand shaping, namely under the different culture molds the retail enterprise brand. This has not only become a high-level concern for retail enterprises, but also become a theoretical issue worth exploring. This research takes Chinese retail enterprises as the object and aims at shaping the Chinese retail enterprises' brand, and studies the strategy of Chinese retail enterprises' overseas market brand shaping from different cultural angles. Firstly, the literature on brand shaping in overseas markets of retail enterprises is reviewed, and the limitations of these studies are reviewed and summarized. Secondly, it analyzes the favorable conditions and obstacles of the overseas market brand shaping of Chinese retail enterprises from the current situation of overseas market brand shaping of Chinese retail enterprises. Thirdly, the paper analyzes the core factor that influences the brand shaping of overseas market-culture factor. Based on the study of the relationship between culture and retail brand shaping, it is pointed out that the influence of culture on brand shaping is all-sided, and culture affects all levels of retail brand shaping. Therefore, the retail enterprises must make an in-depth analysis of the cultural environment when shaping their brands in overseas markets. On the basis of previous studies, the world culture is divided into oriental culture, western culture and Middle Eastern culture. This paper provides a reference for the cultural analysis of brand shaping in overseas markets of retail enterprises. Then, taking Walmart in the United States and Carrefour in France as an example, by comparing the experiences of success and failure in different cultures and in the same culture, For our country retail enterprise overseas market brand mold provides the enlightenment. Finally, on the basis of the previous cultural analysis, using the experience of international famous retail enterprises for reference, and from different cultural angles, this paper puts forward the brand entry strategy and molding strategy of overseas market of Chinese retail enterprises. To provide guidance for the brand shaping of Chinese retail enterprises in overseas markets.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F721

【引證文獻】

相關期刊論文 前1條

1 劉圣春;余嗣俊;;中國中小零售企業(yè)文化構(gòu)建研究[J];河北北方學院學報(社會科學版);2011年04期

相關碩士學位論文 前1條

1 鄭月峰;跨國零售企業(yè)中國市場進入模式、成長策略與經(jīng)營績效的關系[D];東北財經(jīng)大學;2010年

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本文編號：2214398