【作者】 黄雪玲；

【导师】 张德鹏；

【作者基本信息】 广东工业大学 ， 企业管理， 2007， 硕士

【摘要】 近年来，零售企业国际化趋势不断加强，中国零售企业在国际零售巨头不断进入中国的压力下逐渐发展壮大，在这种背景和条件下中国零售企业开始展开跨国营销活动。然而，从总体上来看，中国零售企业的资金实力、企业规模、专业技能等仍不如国际知名零售企业，尤其在跨国营销的技能和企业品牌上，经验不足，知名度不高，影响了我国零售企业的效益以及国际竞争力。虽然零售国际化的问题已引起人们的关注，但主要考察的是发达国家零售商的海外扩张过程，包括国际化的动因、海外市场选择以及海外市场进入模式的选择等，很少涉及零售国际化的营销策略，直接研究中国零售企业跨国营销策略的成果更是少见。针对这种情况，本研究的基本目的是以中国大型零售企业跨国营销活动为研究对象，探讨中国零售企业的跨国营销策略组合。在提出研究问题后，本研究采用文献和实际调查研究方法，重新界定了零售企业跨国营销组合的策略要素，包括商品品类、商品价格、零售促销和零售服务四大要素。其中商品品类包含品种组合、新品引进、自有品牌等策略；价格包括零售定价和零售调价策略；促销包括店内促销和市场促销两种方式；而服务则必须从售前、售中到售后提供全程服务。在对全球国家分为发达国家、新兴工业化国家和地区、发展中国家三类的基础上，分析了中国零售企业跨国营销面临的外部环境和内部资源以及国际消费者的行为特征；总结了零售企业跨国营销组合策略的理论和国际零售巨头跨国营销组合标准化和本土化策略的实践经验；以实现中国零售企业的跨国营销目标为指导提出了中国零售企业跨国营销标准化和本土化策略的选择内容和方式；最后，通过营销策略的有效实施塑造中国零售企业的国际化品牌形象。更多还原

【Abstract】 In recent years, the internationalization trend of the retail enterprises has become stronger increasingly. The retail enterprises in China have developed and expanded gradually under the pressure of the constantly entering of the international retail giants, with those begin carrying out the multinational marketing activities in the circumstances. However, in our country, the economic strength, the specialized skills and the scope of the retailing enterprises are lower than those in international, especially their inexperience and low reputation in the areas of the multinational marketing skills and their brands, which affect the benefits of our retail enterprises and their international competition.Although the researches on retailing internationalization has attracted people’s attention, it mainly laid emphasis on inspecting the process of the retailer’s overseas expansion in the developed countries, including the internationalization motive, the overseas targeting and the selection of the entering modes. there are defects in the research outcomes on the marketing tactics of the retailing internationalization. furthermore, there are few research outcomes of the directly research of the multinational marketing tactics of those in China. In the light of the situation, the basic purpose of the paper are to take the multinational marketing activities of the large-scale retailing enterprises in China as the object of the research, to study the multinational marketing mix of it.Based on the research problems brought up, the documents research and the practical investigations methods are taken in the paper, defined the tactic elements of the retailing enterprises again, including the following four elements: the categories and the prices of the commodities, the retail sales promotion and the retail services. Among them the tactics of the categories contain the sort combination, the introduction of the new sorts, private brands and so on; the tactics of the prices include pricing and regulates prices; then the sales promotion contains the in-shop and market promotion; while the service must provide the overall services through out the whole sales. On the basis of dividing the countries of the world into the developed countries, the burgeoning industrialization countries and areas, and the developing ones, the paper has analyzed the outer environments and the inner resources that the multinational marketing of the retail enterprises in China would be faced with, and the international consumer’s behavior characteristics. Then it has summarized the theories and practical experiences of the international giant retailers who has made use of the localization and standardization. And then to realize the multinational marketing target of the retail enterprises in China, it has provided the selected-contents and modes both in localization and standardization. At last, it has built an international brand figure of the retailers in China through carrying out the marketing tactics effectively.更多还原