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本文应用35个中国跨区域经营的零售企业和23个在中国市场跨区域经营的跨国零售企业店铺布局的调查数据对中外零售企业在中国市场的跨区域扩张战略进行了比较研究。研究结论表明,中外零售企业都选择了大型超市和超市作为跨区域扩张的主导业态,而本土企业的业态组合更加复杂;本土企业的市场覆盖率高于跨国企业,但其店铺网络呈现出“广泛覆盖,局部密集”的特征;跨国企业在跨区域扩张过程中的战略布局意图比本土企业更为明显。
Based on the survey data of 35 retail stores operating in different regions across China and 23 retail stores in different regions of the Chinese market, a cross-regional expansion strategy of Chinese and foreign retailers in China is compared. The conclusion of the study shows that both Chinese and foreign retailers have chosen large-scale supermarkets and supermarkets as the leading format for cross-regional expansion, while the mix of local enterprises is more complicated. The market coverage of local enterprises is higher than that of multinationals, but the store network shows “ Coverage and local concentration. ”The intent of the strategic layout of MNCs in trans-regional expansion is more obvious than that of local enterprises.