The Resource-based Competitive Strategy Of International Retailing Industry

Through the analysis of the industrial character and resources character of retailing industry,this article takes the thought theory viewpoint of resources school as the theory basis, unions the competition strategy theory of structure school and ability school, as well as the dynamic ability theory and so on, had formed the resource-based competition strategy theory of international retailing industry, and utilized this theory in explaining the international competition strategy question of our country retailing industry.This article thought that in order to formulate and implement the recourse-based competition strategy the firm must achieve following points: (1) The competition strategy must be supported by the controllable resource which the retailing enterprise or the management unit own, and also adapted to the enterprise exterior competition environment. (2) Along with the enterprise competition environment changing as well as the enterprise resources developing, enterprise's competition strategy also must make the corresponding change. (3) In order to cause the enterprise to maintain and to promote the market niche and the competitive power, the enterprise must carry on the investment to the resources to seek the development of enterprise's resources; At the same time, in order to implement the strategy which is beneficial to the enterprise but the enterprise resources cannot support, the enterprise needs to learn using the strategic alliance and other forms to introduce deficient strategic resources. In the foundation of development resource-based competition strategy theory of international retailing industry, this article had discussed four basic competitions strategy of retailing industry, respectively is: the internationalization and the localization strategy, specialization and the correlation multiplication strategy, the supply chain controlling strategy and the brand strategy. In order to instructs the retailing enterprise of our country to copes with the intense international competition successfully, this article thoughts that these enterprises should base on the following three aspects as carrying on the strategic choice. (1) Unceasingly invests own internal resources, realizes the enterprise resources value promotion. (2) Through strategic alliance strategy and so on, strengthens the enterprise competitive ability by introducing exterior supplementary resources.