A Research On The Transnational Operation Countermeasures Of China's Big Retail Enterprises

Along with the advance of economic globalization since 1990, international retailers accelerate the pace of global expansion, many retail giants such as Wal-Mart, Carrefour and other cross border operation have achieved great success. Targeting the overseas market has become an important way for large scale retail enterprises to get a higher level of development.With the deepening of economic reform and improvement of market openness, China has become the world's largest potential consumer market, and also the first investment objectives for foreign retailers. Over half of retail enterprises has now entered china market. With December 1,2004 the full liberalization of restrictions on foreign retailers, local retail businesses locate in severe test exposure. Inward looking pattern of international competition, the improvement of the macro environment and retail development of enterprise's own entail Chinese retail multinational enterprises operation with necessity and reality. Some of large retailers such as Gome and Beijing Hualian have taken the pace of cross-border operations. But generally speaking, most local retailers still remain in the stage of domestic business, and international business practice for large scale retail enterprises in China is basically a brand new topic. For the Chinese retail enterprises, the main facing problems include:how to build the core competitiveness and improve the level of international competition in fierce domestic competition; how to seek to develop foreign retail markets, expand living space, and get access to international profits. Based on this, this paper mainly from the following aspects studies the transnational business strategy of large scale retail enterprises.The first chapter is the introduction which describes the research background, the research significance and current research status. Then defines the concept of transnational business of retail enterprises, summarizes the status at home and abroad, and points out its shortcomings. Finally this paper describes the contents, methods and structure of the system, and makes the instructions of innovations and inadequaciesThe second chapter describes four theories which include the eclectic theory of international production, value chain and network theory, strategic trade policy theory and international expansion. This part provides theoretical support for transnational business.Then in the literature review,the part of the current domestic and foreign experts and scholars introduced to retail multinational management concept definition,retail multinational management motivation research and overseas target market entry strategy research situation.The third chapter proposes current situation and problems of large retail multinational enterprises in China. Through the explaining of current status and problems of transnational business of large scale retail enterprises, this paper points out the shortcoming of operation model and problems to be addressed.The fourth chapter is the model analysis part. Through the SWOT analysis of large scale retail enterprises and the comparing retail enterprises in developing countries with the international retail giant in developed countries, this chapter points out advantages and disadvantages existing in china's retail enterprises, so as to propose the strategic model and reasonable suggestions below.The five chapter introduces operation models of the Wal-Mart, Carrefour and Metro and experiences learned. According to advantages and disadvantages existing in china's retail enterprises, this paper gives two feasible models. These two models, avoiding the weakness, associated with result in chapter three and experience learned proposes reasonable operation model according to specific condition in china's retail enterprisesAccording to current conditions of china's large scale retail enterprises and international situation, combined with the analysis from part four, this paper brings out reasonable measures and suggestions, among this chapter, part one gives counterparty suggestions to the government, and part two gives counterparty suggestions to the retail firms, aiming to avoiding detouring, get success, and make china's large scale retail enterprises be able to develop smoothly in overseas markets.