China's Retail Strategy Of Internationalization Mode Selection

Since the cancellation of equity, district and number to foreign enterprises in retail industry in Dec. 11^th, 2004, the retail market began to face more drastic competition. Firstly, the paper analyzes the background of the internationalization of the retail industry, study goals. Secondly, the paper analyzes the possibility of the internationalization of the retail industry from its status quo, characteristics and development trends. Then it analyzes the reasons for the internationalization of the retail industry from the present situation of China's retail industry. Based on the OLI theory of John H. Dunning, the paper studies the competence, the conditions and the difficulties of the internationalization for China's retail industry. Then the case of retail giant Wal-Mart is used to give some actual experience. Later the paper puts forwards the strategic goals, specific goals, entry modes competition strategy for the internationalization. Take Lianhua Supermarket as a practical case of China's retail industry going abroad, the paper puts forwards the countermeasures for the internationalization of the retail industry.