A Study On The Internationalized Management Strategy Of Japanese Rosen Convenience Store

Convenience store, which is suitable for consumers who need goods in emergency and also for stores seeking a kind of new retail format, is now one of the world’s most competitive retail patterns after 20 years of rapid development. Although it is derived from the United States, there is a rapid trend for the development in Japan and Taiwan. In the 1990 s, due to Japanese convenience store market saturation and overseas convenience store market demand growth, many well-known Japanese convenience store chains develop their market shares for internationalization,expanding to the worldwide markets.In this paper, the study of the Japanese Lawson convenience store(Lawson),which is based on the theory of international investment and international marketing,describes the performance of Lawson within Japan and overseas marketing.Through the analysis of its international business strategy in China, the United States,Indonesia and Thailand, it analysis international operating strategies and summarizes its successful experiences and drawbacks,meanwhile it shows the inspirat ion to the development of Chinese domestic convenience stores.Finally,it gives some f easible suggestions for development of China’s convenience store industry.