案例名称:
Aeon Retail in China
案例作者:
Shi Mingming, Jiang Zhou
作者单位:
Renmin University of China
案例企业:
Aeon (China) Investment Co., Ltd.
中文关键词:
零售商业国际化战略 本土化管理 跨文化沟通 业态选择
英文关键词:
Internationalization strategy, localization management, cross-cultural communication, retailing format choice
中文摘要:
对于外资零售企业而言,如何适应中国这个庞大且具有地域差异的市场,避免“水土不服”,更好地满足市场需求,已成为跨国经营的首要考虑的问题。本案例主要针对永旺零售的中国化和本土化策略进行研究,通过对永旺中国1985年在香港,1996年在广东开展事业的发展历程的描述,探索其在中国化过程中的经营模式,以及由制度环境、文化环境、消费环境、消费习惯不同所带来的适应性策略调整和业态选择,从而发掘和探索跨国零售企业如何更好地适应当地市场,拥有敏锐的市场嗅觉,以及零售业的本土化管理,跨文化沟通等一系列问题。
英文摘要:
It’s a great difficulty yet a key point for foreign-funded retail enterprises to practice multinational operation to adapt to the huge and regionally diversified market in China, to avoid inadaptability to the local conditions, and to better meet the different demands of customers. The case is mainly about the localization strategies of Aeon, describing how Aeon China was developed in Hong Kong in 1985 and in Guangdong Province in 1996, so as to find out its business model during localization in China and its adaptive strategy changes and retail format selection in different environments of institution, culture, consumption and different consumption habits. By probing into the localization in China of Aeon Retail, the case tries to figure out how a multinational retailer can better adapt to the local market, have a keen sense of the market to choose target communities and better meet local demands. The case will help in looking into the localization management and cross-cultural communication of multinational retailers.
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