上海日资零售企业经营本土化研究——以全家便利店为例

为了帮助我国零售服务贸易企业更好地开拓海外市场，本文研究了日本全家便利店在上海的经营本土化策略，得出它是从品牌形象本土化、运营管理模式本土化、人力资源构建本土化等几个方面切入，使得顾客更加亲近和信赖全家，打响了“全家就是你家”的口号。我国零售服务企业应借鉴全家的成功者经验：注重核心品牌建设的打造，如品牌树立、形象设计、产品名称；以顾客为市场导向，全面展开市场环境的调查研究；改善配送服务，提高商品的配送效率；提升管理技术水平，如人力资源管理系统、信息系统以及物流系统；构建人力资源管理本土化；与当地的政府和人民建立友好关系。
关键词：零售企业；本土化经营；全家便利店；商业存在

Research on Localized Operation of JapaneseRetailEnterprisesin Shanghai
－Take The Family Mart as an Example
Abstract: In order to help Chinese retail service trade enterprises to better exploit overseas market, this paper studies the localization management strategy of Japanese Family mart in Shanghai, found that it is from brand imagelocalization, the localization of operation mode and localization of human resources construction and so on make customers closer and trust the Family mart, and pronounce the slogan "the Family mart is your home". The retail service enterprises in our country should learn from the successful experience of the Family mart: pay attention to the building of the core brand, such as brand establishment, image design, product name; taking the customer as the market orientation, carrying out the investigation and research of the market environment in an all-round way, improving the distribution service and improving the distribution efficiency of the goods; improve the level of management technology, such as human resources management systems, information systems and logistics systems; constructing the localization of human resource management; build good relationship with local government and people.
KeyWords:Retail enterprises;  Localized operation;Family mart；Commercial Presence

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