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在经济全球化的背景下,世界零售巨头纷纷实施国际化战略来谋求经济利益最大化。但基于东道国与母国市场环境的差异,跨国零售商往往不能将在母国市场发展起来的专业技能完全移植到东道国市场,有效运用本土化策略显得尤为必要。文章从社会网络嵌入的视角出发,通过对家乐福在中国市场发展的案例分析,发现跨国零售企业进入海外市场后,将嵌入到一个全新的社会网络中,只有有效利用由社会网络带来的社会资本与知识资源优势,才能有效的实现零售专业技能的本土化。
In the context of economic globalization, the world’s retail giants have implemented international strategies to maximize economic benefits. However, based on the differences between the host country and the home country market environment, transnational retailers often can not fully transplanting the professional skills developed in the home country market into the host country market. It is especially necessary to effectively use localization strategies. From the perspective of social network embedding, through case analysis of Carrefour in the Chinese market, the article finds that after entering the overseas market, multinational retailers will be embedded in a brand new social network, and only by making effective use of social capital brought by social network With the advantages of knowledge resources, in order to effectively achieve the localization of retail expertise.