Study On Foreign Market Entry Mode Selection Of China's Big-size Retail Enterprises

International operation is the base of economy globalization, and more and more people pay attention to the accessment of abroad market of retailer. At the same time, Chinese economy is developing at high speed and enters WTO, these force is the main reason that more and more Chinese retailers are beginning to internationalize, and how to enter the abroad market has been the important subject that is faced by the Chinese retailer, especially the choice of entry modes into foreign markets. There is not only the practice significance for the research of this kind of subject, but also the contribution to theory of MNC.At first, this paper reviewed choice of entry modes into foreign markets been advanced by other scholars, and summarize the type, the characteristic and factors of these mode in correlative literature, then advanced the common law and decision-making methods of the entry mode choice. Secondly, the paper took the globalization of the big-size Chinese retailer for example, and analyzed the actuality and conditions of the globalization of the big-size Chinese retailer, and put forward the strategy of the globalization of the big Chinese retailer, on the bases of these researches, this paper analyzed entry modes to foreign market for the big-size Chinese retailer according to the different degree of maturity.There are five parts in this paper, and the structure and content are as follows:The first part is introduction, and expatiated the background and objective of this paper, and put forward the thought and method of this research.The second part defined the conception of entry mode and the characteristic of it, and analyzed the factors affected the choice of entry mode . This effort provided the theory auspice for the choice of the big-size Chinese retailer.The third part described the actuality of the development of the big-size Chinese retailer, the practice of internationalization and the status of the three different degree of market maturity. This research provided the practical assistance for the big-size Chinese retailer when they choose the entry mode to foreign market.The forth part analyzed the strategic objective of international management of the big Chinese retailer, then analyzed the choice of entry mode when they faced the different degree of abroad market maturity one by one. At last, pointed out operational strategy dentally.The fifth part is some proposes.