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随着经济全球化和我国改革开放的进一步发展,大量国际性商业特别是跨国企业进驻中国市场。为了扩展商圈范围,提升企业竞争力,跨国商业企业往往选择那些具有优势的区位,以达到策略的可实施性和目标的可实现性。基于商圈实务理论,就沃尔玛超市进驻浙江省金华市这一实例,研究了沃尔玛商圈的范围及其实务,在此基础上指出沃尔玛超市在商圈扩张过程中应该规避的区位选择问题。
With the economic globalization and the further development of China’s reform and opening up, a large number of international businesses, especially multinational corporations, have entered the Chinese market. In order to expand the business area and enhance the competitiveness of enterprises, multinational commercial enterprises often choose those advantageous locations in order to achieve the implementation of the strategy and the realization of the goals. Based on the practice of Walmart, this article studies the scope and practice of Wal-Mart’s business district on the basis of Wal-Mart’s presence in Jinhua, Zhejiang Province. Based on this, it points out the location choice of Wal-Mart in the expansion of its shopping district.