家乐福中国本土化战略对我国零售业发展的启示

【摘要】在中国进入后WTO时代，中国的零售业除少数例外产品外全面开放，巨大的市场潜力吸引了世界零售巨头在华的投资。在激烈的市场竞争中，家乐福远远超越了其他零售巨头，成为中国零售商业史上的标杆企业。而我国本土零售业在竞争中表现的较为乏力。业界一致认为：家乐福在中国市场取得如此巨大的成功和它那超乎寻常的、彻底的本土化战略密不可分，甚至可以说本土化战略是家乐福在中国市场取得成功的决定因素。1本论文坚持理论联系实际，综合运用比较研究方法和SWOT分析法，以家乐福中国本土化战略为切入点，在对我国本土零售业发展现状进行分析的基础上，总结发展存在的问题，同时借鉴家乐福中国本土化战略的经验，有针对性地提出本土零售业的发展对策。
【关键词】家乐福；本土化战略；本土零售业；启示

The inspiration from Carrefour 's chinization  strategy to the development of local retail
 
【Abstract】After China entered the WTO and the Chinese retailing market has been opened to foreign countries，The huge potential consumption market of China attracts many large retailing corporations to invest including Carrefour。Carrefour is the second big retail merchant in the world and the biggest in Europe。Since1995，entering the mainland of China，it has become the largest number stores and the largest sales retail enterprises Among the transnational retail enterprises in china。There is no doubt that the success of Carrefour is remarkable in china。The field thought：Carrefour obtains such a great success in Chinese market owe its extraordinary，thorough localization strategy。Even may say that the localization strategy is Carrefour obtains the success in the Chinese market the determining factor。During the whole research，the paper integrated theories with practice，emphasized on conclusion ' s practicality and advancement，using SWOT Analysis Model to analysis the case and localization strategy。Carrefour has a lot of good aspects for the Chinese retailing company to study。Hoping the advice could be useful to the development of the company and the race retail trade of our country could have the benefits and quickly develop。
【Key words】Carrefour；Localization strategy；Local retail；Inspiration

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