| 摘要: | 21世紀的中國市場，是全世界注目與最具有市場活力的超級經濟發展區，為全球投資者帶來新的機遇。隨著大陸經濟改革持續發展、工商業快速成長、人民生活不斷改善，人們的收入與消費支出也同步持續上升。因為加入WTO，使中國零售業對外資限制政策放寬，在中國市場加速對外資開放同時，中國廣大內需市場成為21世紀最具有吸引力和最具潛力的市場。依加入WTO相關條款的規定，從2004年12月11日開始，中國零售業完全對外資開放。外資投資零售業，不再有地點、數量、股份上的限制。所以各大外資零售企業都相繼加快了進入中國及擴張及速度，而在此種情況下，中國零售行業出現多業態並存、競爭，連鎖化經營、規模競爭越來越激烈的局勢。隨著中國零售業對外政策開放，國內的各個超市經營者都面對眾多國際強手的競爭，如沃爾瑪、家樂福、TESCO、大潤發、TM、卜蜂蓮花等量販店，均已經在國內各大、中城市進行快速展店。中國內、外部環境的快速變化，為大型量販超市的發展創造了良好的機遇，但行業的高速成長、過度飽和和競爭也對大型量販超市現階段的生存和未來發展形成了嚴峻的考驗。目前，中國的大型量販店正處於一個發展的關鍵階段，因此針對大型量販店經營展開展多角度戰略研究，是一項迫切而重要的工作。本研究以企業戰略管理的理論框架為指導思想，以TM量販店為研究物件，對外資大型量販店發展策略進行詳細的研究。從瞭解TM量販店實際發展過程，對TM量販企業內、外部環境進行更深入分析。深入探討其在中國，如何由一個零售業新進入者，在五年內，即躍居中國外資第二大量販企業，在通過大量對TM量販店的調研及綜合分析，總結歸納出TM量販店發展中存在的優勢、劣勢、機會及威脅等各方面因素，進而提出外資量販店現階段相應的發展戰略及實施建議。希望擷取TM的成功經營管理及經營策略以提供後進者作為參考，未來在中國的經營能制定合理、有效的戰略方針，在中國市場取得更大的成功。The Chinese market has been the most shining and vibrant growth market in the 21st century, bringing new opportunities for global investors. With the continued industrial and commercial development triggered by economic reform, the Chinese income, consumer spending and living standards all grow rapidly in tandem. As a result of accession to WTO, China was forced to deregulate and lift the restrictions on foreign investment in domestic retail industry starting from Dec.11, 2004. The opened Chinese retail sector has been one of the most lucrative world-wide since then. Foreign retailers are no longer restricted in location, branches, and stock investment. The major foreign retailers speed up their expansions. As such, there are phenomena of coexistence of multiple store formats, chain operation, and intense cut-throat competition, the scale of competition the situation. Domestic supermarket operators are confronted with international retailers, such as Wal-Mart, Carrefour, TESCO, Metro, RT Mart, TM, Charoen Lotus, etc., who quickly expanded their branches to gain higher market share in large and medium cities throughout the country. These changes in the business environment result in good opportunity for the development of hypermarkets. However, the industry’s rapid growth, competition, and over-saturation are also testing the survival of these hypermarkets. The target of this study is TM Hypermarket, one of the foreign hypermarkets, which grew into the top three retailer in a few years. This study attempts to gain insights from examining TM, and derive a set of success factors for foreign retailers in China. |
