The Research On The Strategy Of The International Operation For The Chinese Retail Enterprise

Since the 1990s, as Chinese economic and society development,China has become one of the biggest global potential consumer market,and the foreign-invested retail enterprise enters the Chinese market inabundance. Moreover, with China enter into the WTO in 2001 and opento foreign-invested retail enterprise comprehensively on 2004 December11 the situation increased fierce. A few years ago the theoreticalarguments of the Chinese retail enterprise can implement internationalissues have gradually become clear, and with the entry of foreign retailersin China, the improvement of the macroeconomic environment and thedevelopment of Chinese retail enterprise itself operating retail statesinternational order into reality. Chinese retail enterprises, such as GomeElectronics,Beijing Hualian etc. already joined in the overseas, and toopen up the international market, thus, Chinese retail enterprise managedthe internationalization initial period stage already to begin the prologue.Foreign retailers large-scale enters and the rapid development of thelocal community, let Chinese retail trade competition becomeunprecedentedly fierce, and appears the international competitiondomestic, domestic competition internationalization aspect. Based on thisspecial pattern, this article summarizes the development of the domesticretail experience through the analysis, and the union international retailgiant Wal-mart code in China management, as well as the Chinese retail enterprises' own characteristics, summarizes the reality of the retailenterprises operating international strategic choice--consumerdemand-oriented internationalization strategy, and on retailinternationalization difficult question: the internationalization regionstrategy, the mode of entry, choice of format, the layout strategy as wellas the marketing strategy five aspects questions launch the analysis andthe elaboration, and proposes the corresponding solutioncountermeasures.