商业企业全球扩张战略问题研究——基于沃尔玛、家乐福的比较分析

从20世纪90年代起,在国内市场饱和、国际贸易自由化、消费者需求多样化、网络信息化等多方面因素的推动下,商业企业开始了全球扩张的步伐。国际商业零售业巨头沃尔玛和家乐福的海外扩张战略不尽相同,二者分别采取了"滚雪球"和"采蘑菇"的市场拓展方式,并根据核心能力建立了不同的盈利渠道。借鉴沃尔玛和家乐福的经验及教训,我国商业企业进行全球扩张时应加强对核心能力的复制、东道国文化差异、竞争格局等问题的重视。

Research on Global Expansion Strategy for Commercial Enterprises Based on Comparative Analysis between Wal-Mart and Carrefour

Since the 1990s,promoted by various factors such as the saturation of domestic market,the liberalization of international trade,the diversification of consumer demand,the network informationization,etc.,the commercial enterprises have turned to global expansion in a fast pace.Wal-Mart and Carrefour,as the two retail giants in international commercial industry,have taken different overseas expansion strategies.They have adopted different ways of market development,respectively called "snow-balling" and "mushroom-picking",to establish different profit channels according to their core competencies.With the references to both lessons and experiences from Wal-Mart and Carrefour,Chinese commercial enterprises should attach great importance to the duplication of core competencies,the cultural difference of host country,the competition patterns,etc.in their global expansion.