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对美国、欧盟和日本的零售企业的国际市场选择模式进行的比较研究结果显示,欧盟零售企业的国际化程度显著高于美国和日本,而且三个国家(或地区)的零售企业在选择外国市场的过程中所考虑的因素既有相同的部分,同时也存在很多差异。目标市场的吸引力因素和进入目标市场的便利性因素对零售企业的国际市场选择有很大的影响。
A comparative study of the international market selection patterns of retailers in the United States, EU and Japan shows that the degree of internationalization of EU retailers is significantly higher than that of the United States and Japan, and the retailers in three countries (or regions) The process of considering both the same factors in the same time, there are also many differences. The attractiveness of the target market and the convenience of entering the target market have a great impact on the international market choice of retailers.