Research On Locational Factors On Transnational Rretail Corporation Investment In Chinese Market

In 2007, the sales scale of "Chain Retail Top 100 " exceeded one trillion yuan, reaching 1.0022 trillion yuan. 18 percent came from 15 major overseas brands, an increase of 28 percent, the number of shops increased 17% to 3956, accounting for general shops number of 3.7%. 9 large foreign supermarket enterprises were operating 533 stores, 91 new shops opened in that year. Average annual sales got 230 million yuan. Transnational retail enterprises develop actively, and in a single store profitability outstanding performance. Transnational retail enterprises accelerated the speed of expand in the Chinese market after 2004, for example, from 2004 to 2008, the average annual number of new Carrefour shop is 18.6, contrast of 4.4 from 1995 to 2003, an increase of 3 many times.Facing the rapid expansion of transnational retail enterprises, the domestic retail enterprises should know the opponent. The retail industry known as " the location industry", the key to the success of retail trade is "location-location-location". The study location factors on the development of transnational retail in China, the impact of transnational retail enterprises are exploring the market expansion strategy in China Key features. This paper combines these methods, including investigate the record, a comparative analysis, typical cases and empirical studies, to research the location factors' affect of the development of transnational retail enterprises in Chinese market.The existing literature on retail location select theoretical research mainly divided into macro- and micro- level, but in the practice of guiding significance to the retail business more select cities in the meso-level study. This study will be based on the concept of transnational retail in select cities through the construction of city investment concept of the location choice of the index system and evaluation model, enrich the field of theoretical innovation.Some researchers consider that transnational retail enterprises select location by city economic development level but through the empiric and case studies, this study found that transnational retail enterprises in the investment location on the layout of the stage showing a clear features: the first phase of occupation of the market the commanding point to Beijing, Shanghai and other cities starting line; the second phase of the capital city and the eastern coastal developed urban expansion; the third phase of three lines to the gradual extension of the city; the fourth stage in the development of second and third line cities in the market at the same time to consolidate the city at the forefront of the market place, and continue to Beijing, Shanghai and other major cities of the market "deep." In addition, the empirical results of the analysis show that the per capita disposable income, commodity retail price index, the actual utilization of foreign investment scale, ten thousand people every taxi has a quantity of four indicators the impact of transnational retail enterprises are meso-level city location a major factor in selection.The research of the transnational retail enterprises' location selection will contribute to have a clearer understanding of the development of transnational retail enterprises in Chinese market. By analyzing the concept of urban investment in the district for the selection of transnational retail enterprises are considered an indicator system for domestic retail enterprises learn from and better cope with fierce competition.