| In recent years, the closure of retail outlets occurs frequently. According to statistics, in China, it closed 31 retail stores in 2010, closed 32 stores in 2011, closed 39 stores in 2012, and closed stores 35 in 2013. However, in 2014, it totally closed 201 stores. It grew by 474.29% compared to 2013.The problem of cross-regional issues has attracted the attention of domestic and foreign scholars in a long time. Many scholars analyze the problem from the perspective of cross-border entry. These studies have made many valuable results. However, there are defects in the following two aspects, which provide the direction of further research.First, for the relationship between motivation and patterns and performance problems, there is still lack of systematic reasoning. Huang (2007) analyzed the entry mode of the manufacturing industry of Zhejiang province. Young (1989) demonstrated that the company’s overseas development motivations and goals affect the entry mode. Most of the studies are conducted from a single point of view. There is no systematic demonstration for the relationship between motivation, entry mode and growth performance.Second, the study focused on the financial industry and real estate, and less focus on the retail sector. Few scholars have studied the problem of retail enterprises cross-regional entry in domestic market. Previous studies analyzed more from the perspective of expansion angle and influencing factors. The scholars did not consider the impact of entry motivation on the growth performance of retail enterprises.Therefore, the core issue of this paper is to study the relationship between the retail enterprises’entry motivation, the entry mode and the growth performance. In addition, this paper also pays attention to the relationship between the control mode and the intensity of competition for growth performance, and the relationship between the control mode and the intensity of competition for the relationship between the entry mode and growth performance.Therefore, based on business motivation theory, this paper constructs the theoretical model of the motivation, entry mode, competition intensity, control mode and the growth performance. In this paper, the retail stores are the main subject of the survey. The article use SPSS 20.0 software to analyze the data collected. Through empirical analysis of 204 samples, the main conclusions of this article are:(1) The different entry modes of retail enterprises will lead to different entry modes. The difference of entry motivation and entry mode has a significant effect on the growth performance of retail enterprises.(2) The control model impacts on the growth performance. Control mode has a adjustment effect on the relationship between the entry mode and the growth performance.(3) The difference in the intensity of competition has a significant effect on growth performance. The intensity of competition in the relationship between the entry mode and the growth performance plays a regulatory role.Based on the above research conclusion, this paper puts forward the following three suggestions for the issues of cross-regional entry of retail enterprises:First, for different entry motives, retail companies need to choose different entry mode. The retail businesses have a certain purpose or strategic intent entering any area. Different motives will lead to different behaviors of enterprises. The results of different behavior directly affect the realization of the enterprise’s goal.Second, retail enterprises should take appropriate control mode, so as to make the retail stores get better growth performance. In the research model of this paper, through empirical research, the different control modes have a significant impact on the growth performance of enterprises. Therefore, retail outlets should be based on the specific circumstances of the shop to take appropriate control mode.Third, retail enterprises should take appropriate strategies according to the different local competitive intensity. Different intensity of competition will directly affect the development of the retail outlets. Through the research of this paper, it could be found that the competition intensity has a significant effect on the growth performance of enterprises. Therefore, when the company decided to enter a certain area, companies should first investigate the situation of local competition. Depending on the competition, retailers should adopt different strategies. |
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