The Research On The Construction And Application Of The Localization Of Multinational Retail Enterprises

The integration of global economy encourages retail enterprises to grab the market by setting up oversea branches. A few of Chinese companies has been attempting to do the same recently but seen no positive results. Throughout the development of foreign retail enterprises multinational operation, we can easily find out that these multinational retail enterprises give us a lot of valuable experience. The first, from an existing multinational retail enterprise mode of operation, these enterprises generally adopt the localization strategy for their way of competition in overseas markets. The second, from the point of the strategy implementation situation of retail business multinational operation, existing case provides us with a more feasible suggestion.As a result, in order to comprehensive understanding and application of localization strategy of multinational retail enterprises to solve the problem of localization of multinational retail enterprises. In this paper, with the help of the existing implementation of multinational retail enterprises localization strategy, I construct the model of multinational retail enterprises localization. And I hope that this model can offer reference for multinational retail enterprises localization business.The first chapter is introduction, mainly recommended the background of this article research, research significance, research framework, the main research methods and innovations.The second chapter for this article is theoretical basis and literature review. First of all, this chapter explains the retail enterprises, multinational retail enterprises localization multinational three concepts. Secondly, according to the domestic and foreign scholars study of multinational retail enterprises localization strategy, I analyze the enterprise how to adopt the localization strategy in overseas market business and summarize the main way of multinational retail enterprises localization takes and strategy. The third chapter analyses the bottleneck of multinational retail enterprises localization. This chapter analyzes the implementation of the localization strategy have encountered bottlenecks in the process of retail enterprises multinational operation, including consumer localization supplier localization bottlenecks, localization producer bottleneck, and the capital operation localization bottleneck.The fourth chapter uses case study and take Wal-mart, Carrefour and Tesco as the examples of multinational retail enterprises. By summarizing the localization of those three multinational retail enterprises’relevant practice, I analyze and sum up the multinational retail enterprises localization strategy.The fifth chapter sums up and analyzes synthetically from these three multinational retail enterprises, then deduces and develops the proposition with the positive research according to the theory, and constructs the model of multinational retail enterprises localization.The sixth chapter is the application and test of multinational retail enterprises localization model. I selects the Gome and Suning appliance which operating in the Hong Kong market in our country for the case. At the same time, I study the Gome failure due to the lack of localization strategy and Suning appliance in different stages through targeted different localization strategies. Through the analysis of the case, I examine the multinational localization rationality of the model and put forward the suggestions of the implementation of multinational retail enterprises localization and the insufficiency in the research.The seventh chapter points out the study limitations and future prospects.This research has certain exploratory of which academic contributions are embodied in the following aspects:Fist is the research angle of view, studying on retail enterprises multinational operation from previous scholars, mostly pay attention to the local specific link in its overseas market management research, such as overseas multinational retail enterprises and the choice of targeting market selection, entering the way and so on, this is helpful for retail enterprises to enter overseas markets in the early years and management. But along with our national multinational retail enterprises in the overseas market unceasingly thoroughly, need more a kind of system to solve the existing problem and future development planning. So, based on the localization strategy in the retail enterprises in multinational management of the implementation of the process as the research angle of view, combined with the existing multinational retail enterprises in China and overseas market development process of multinational retail enterprises abroad historical study, systematically analyzes the retail enterprises in the overseas market after the development of the localization of the multinational business.Second, this paper discovers some regularity of international retail enterprise by analyzing their practice in oversea market, and this regularity will accompany international retail enterprise through initial operation, growth, prior mature period until later mature period. Consequently, this essay establishes located international retail enterprise model via related literature review and theoretic.In the conclusion of the case analysis, I main make an analysis of foreign transnational retail enterprise to enter the Chinese case unlike previous case analysis. By collating and analyzing the transnational retail enterprises localization bottlenecks and corresponding localization strategy, I selected the Gome and Suning appliance in China as a case study. Through I use the model to make the contrast analysis about the failure of Gome and the rapid development of Suning appliance, I find the shortage of Gome format in consumers localization strategy and marketing localization, while suppliers can’t improve localization with the host country of supplier cooperation which lead it quit the Hong Kong market in2003. Because of the different types at different stages of the localization strategy, Suning appliance makes higher performance in the Hong Kong market. In this case study this paper use the form of contrast. For the retail enterprises in our country transnational localization management provide certain reference for the future.