The Research On The Strategy Of The Intemational Operation For The Chinese Retail Enterprise

With the development of economic globalization, the world's top retailers have pushed up the space of expansion in the world, and sought the best investment markets ever since 1990s. They aim at obtaining the international benefit through the resource restructuring, the organization of the production and marketing in the world.With the deepening of the economic reform and opening-up, China has become the most attractive and desirous place in which a lot of foreign retail enterprises are eager to invest. So far, more than half of the top 100 retailers in the world have swarmed to China to get a share of the retail market.China retailing market has been full liberalization after Dec 12, 2004, and the foreign retailer will be increasig the investment in China, which will stir up even more intense competition in the competitive retail business, and lead to the full internally-oriented competition. There will be a significant challenge for the Chinese enterprises. At this moment, the most important thing for Chinese retail enterprises is how to build up the international competitiveness and exploit the overseas market to widen the living space and make the international profits. Therefore, it is necessary for Chinese retail enterprises to carry out the international operation strategies.According to the above discussion, the paper analyzes this issue from four points as bellow.Firstly, the paper discusses the relevant theories of internationalization, such as international capital flow and modern foreign direct investment theories, and demonstrates the theories how to apply to retailing.Secondly, taking Warlt-mart and Carrefour as examples, the paper supplies the references to the Chinese retail enterprise through the study on international operation of the foreign retailers.Thirdly, it comes to a conclusion that Chinese qualified retail enterprises are eligible to make overseas investment through feasibility assessing of international operation for Chinese retailers. And the trend of overseas investment will be accelerated in ten years as Chinese retail enterprises are getting more and more strong.Finally, on the basis of the analysis of the international retail market, the paperpresents the countermeasures against the internationalization strategy for Chinese retail enterprises, including the selection of overseas market, the selection of business mode and so on.