Research On The Localization Strategy Of Multinational Retail Enterprises In China

With the rapid development of the global economy,the overseas expansion of retail enterprises has become the main theme,but multinational retail enterprises in transnational business,because of its need to directly face the consumer,so multinational retail enterprises to operate more than other multinational companies High demand.The localization strategy of multinational retail enterprises mainly includes: localization of localization,localization of human resources,localization of suppliers,localization of producers and so on.However,multinational retail enterprises in different periods,different economic level of the market focused on the localization strategy is not the same,so how to choose the right time in the appropriate localization strategy is the transnational retail enterprises to overseas expansion urgent need to solve the problem.This article first introduced the multinational retail enterprises in overseas operations can choose the localization strategy and the corresponding localization strategy motivation,and then choose Carrefour and Wal-Mart,the two major retail industry giants to study their initial entry into China to the present The history of the development,the status quo,the localization strategy and the localization strategy encountered a systematic analysis of the dynamic analysis of the different environments,the two retail enterprises carried out by a series of localization strategy,and their This paper puts forward the theory of influencing the implementation strategy of localization strategy of retail enterprises with the economic development status(per capita GDP level)as the main variable.In the different economic background,through the analysis of the pros and cons of the different performance of the two retail enterprises,combined with a series of theories such as the accordion theory of retail enterprises and the theory of retail rotation,it is proposed that multinational retail enterprises should carry out or focus on different economic backgrounds Which one of the localization strategy.In assessing the development ofmultinational retail enterprises in the good and bad aspects,choose to retail business store expansion number,speed and annual sales to comprehensive analysis.And then summarizes the two case studies of the above,and draws up the proposition of the development of different localization strategies on the development of multinational retail enterprises in different economic levels.The propositions mainly show that in different economic background market Development,multinational retail enterprises should pay attention to the focus and should be implemented in a series of localization strategy.And then summed up the previous article,and then get a system on how retail enterprises for different economic levels to choose different localization strategy conclusions.The conclusion provides a direct suggestion for the retail enterprises in China to choose an economic level to expand,which provides theoretical support for the overseas expansion of Chinese retail enterprises.Finally,the paper expounds the shortcomings of the paper,indicating that the conclusions may be the reason for the deviation,and the development of such papers put forward some prospects.