从2004年中国对外资零售正式放开限制以来,中国零售市场一直被看作是极具吸引力的市场,尤其是“十二五”规划中“提振内需”的重要目标,本应成为外资零售商新的发展契机。但是,2011年第一季度,家得宝、百思买和芭比等多家国际知名零售商在中国关店,外资零售企业的“水土不服”问题再次成为焦点。“水土不服”这一现象,究其根本,是外资 Since China officially liberalized the retail of foreign investment in 2004, China’s retail market has always been regarded as an attractive market. In particular, it is an important goal of “boosting domestic demand” in the “12th Five-Year Plan” This should be a new opportunity for foreign retailers. However, in the first quarter of 2011, a number of internationally renowned retailers such as Home Depot, Best Buy and Barbie again became the focus of the “acclimatization” of foreign retailers in China. “Acclimatized ” This phenomenon, its fundamental is foreign investment