基于文化类型的中国零售企业海外市场品牌塑造研究
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摘要
国际化经营是经济全球化的基础,零售企业品牌全球化随着全球经济一体化发展越来越受到关注。与此同时,随着中国经济的高速发展和零售市场的全面开放,中国零售企业开始国际化经营,海外市场营销问题已成为造就中国跨国零售企业的重要课题,而海外市场品牌塑造更是其中的关键问题。随着跨国公司品牌全球化范围的扩大和程度的加深,理论界和企业界的人士发现文化差异及其敏感性成了制约品牌塑造的重要因素之一。因此,零售企业海外市场品牌塑造,即是在不同文化下塑造零售企业品牌。这不仅成了零售企业高度关注的问题,而且也成了值得探索的理论问题。
本研究以中国零售企业为对象,以塑造中国零售企业品牌为目标,从不同文化角度研究中国零售企业海外市场品牌塑造的策略。首先对有关零售企业海外市场品牌塑造的文献进行回顾和整理,并对这些研究存在的局限性进行评述和总结。其次从中国零售企业海外市场品牌塑造的现状入手,分析了中国零售企业海外市场品牌塑造的有利条件和障碍。再次分析了影响零售企业海外市场品牌塑造的核心因素——文化因素。从文化与零售品牌塑造的关系研究入手,指出文化对品牌塑造的影响是全方面的,文化影响到零售品牌塑造的各个层次。因此,零售企业在海外场塑造品牌时必须对文化环境做深入分析,本研究在前人研究的基础上,将世界文化分为东方文化、西方文化和中东文化,为零售企业海外市场品牌塑造的文化分析提供参考。然后,以美国的沃尔玛和法国的家乐福为例,通过比较在不同文化下塑造品牌的成功与失败经验,及在相同文化下塑造品牌的成功与失败经验,为我国零售企业海外市场品牌塑造提供启示。最后,在前文文化分析的基础上,借鉴国际知名零售企业品牌塑造的经验,从不同文化角度,提出了我国零售企业海外市场的品牌进入策略及塑造策略,为我国零售企业海外市场的品牌塑造提供指导。
International operation is the base of economy globalization, and more and more people pay attention to the access of abroad market of retail enterprises. At the same time, Chinese economy is developing at high speed and enters WTO. The force is the main reason that Chinese retail enterprises are beginning to internationalize, and how to enter the abroad market has been the important subject that is faced by the Chinese retail enterprises, especially the problem of branding on overseas markets. With the winder scope and deeper extent of brand globalization and multinational corporations, both theoretical circles and the business community find cultural differences and sensitivities have become one of the important factors restricting branding. Therefore, the retail enterprises build brand on the overseas market, namely build the retail brand under different cultures. This is not only a problem paid great attention by the retail enterprises, but also became the theoretical issues worth exploring.
This research study that Chinese retail enterprises how to create brand on overseas markets from a different cultural perspective, targeted at retail enterprises in China, aimed at creating international brand of Chinese retail enterprises. First of all, this research review and organize the relational document on branding of retail enterprises on overseas markets, and review and sum up the limitations of these studies. Secondly, the study analyses the current station of creating brand of Chinese retail enterprises on overseas markets, including the current station, the favorable conditions and obstacles. Thirdly, the study analyses the core factor which influent branding of Chinese retailenterprises on overseas markets------cultural factors. Beginning with the relationshipbetween culture and branding of retail enterprises, this section thinks that culture impacts on every levels of branding of retail enterprises. Therefore, retail enterprises should do in-depth analysis about the cultural environment when branding on overseas market. Then this study defines three types of culture—Eastern culture, Western culture and the culture of Middle East, based on the domestic research. Fourthly, this essay compare and analyzes experience on creating brand on overseas markets of Wal-Mart and Carrefour, and provide reference for the development of Chinese retail enterprises on overseas markets. Finally, the research gives entering strategy of brand, the specific strategies of branding based on different culture and the noticed issues for Chinese retail enterprises.
本研究以中国零售企业为对象,以塑造中国零售企业品牌为目标,从不同文化角度研究中国零售企业海外市场品牌塑造的策略。首先对有关零售企业海外市场品牌塑造的文献进行回顾和整理,并对这些研究存在的局限性进行评述和总结。其次从中国零售企业海外市场品牌塑造的现状入手,分析了中国零售企业海外市场品牌塑造的有利条件和障碍。再次分析了影响零售企业海外市场品牌塑造的核心因素——文化因素。从文化与零售品牌塑造的关系研究入手,指出文化对品牌塑造的影响是全方面的,文化影响到零售品牌塑造的各个层次。因此,零售企业在海外场塑造品牌时必须对文化环境做深入分析,本研究在前人研究的基础上,将世界文化分为东方文化、西方文化和中东文化,为零售企业海外市场品牌塑造的文化分析提供参考。然后,以美国的沃尔玛和法国的家乐福为例,通过比较在不同文化下塑造品牌的成功与失败经验,及在相同文化下塑造品牌的成功与失败经验,为我国零售企业海外市场品牌塑造提供启示。最后,在前文文化分析的基础上,借鉴国际知名零售企业品牌塑造的经验,从不同文化角度,提出了我国零售企业海外市场的品牌进入策略及塑造策略,为我国零售企业海外市场的品牌塑造提供指导。
International operation is the base of economy globalization, and more and more people pay attention to the access of abroad market of retail enterprises. At the same time, Chinese economy is developing at high speed and enters WTO. The force is the main reason that Chinese retail enterprises are beginning to internationalize, and how to enter the abroad market has been the important subject that is faced by the Chinese retail enterprises, especially the problem of branding on overseas markets. With the winder scope and deeper extent of brand globalization and multinational corporations, both theoretical circles and the business community find cultural differences and sensitivities have become one of the important factors restricting branding. Therefore, the retail enterprises build brand on the overseas market, namely build the retail brand under different cultures. This is not only a problem paid great attention by the retail enterprises, but also became the theoretical issues worth exploring.
This research study that Chinese retail enterprises how to create brand on overseas markets from a different cultural perspective, targeted at retail enterprises in China, aimed at creating international brand of Chinese retail enterprises. First of all, this research review and organize the relational document on branding of retail enterprises on overseas markets, and review and sum up the limitations of these studies. Secondly, the study analyses the current station of creating brand of Chinese retail enterprises on overseas markets, including the current station, the favorable conditions and obstacles. Thirdly, the study analyses the core factor which influent branding of Chinese retailenterprises on overseas markets------cultural factors. Beginning with the relationshipbetween culture and branding of retail enterprises, this section thinks that culture impacts on every levels of branding of retail enterprises. Therefore, retail enterprises should do in-depth analysis about the cultural environment when branding on overseas market. Then this study defines three types of culture—Eastern culture, Western culture and the culture of Middle East, based on the domestic research. Fourthly, this essay compare and analyzes experience on creating brand on overseas markets of Wal-Mart and Carrefour, and provide reference for the development of Chinese retail enterprises on overseas markets. Finally, the research gives entering strategy of brand, the specific strategies of branding based on different culture and the noticed issues for Chinese retail enterprises.
引文
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[8]凯文·莱恩·凯勒.战略品牌管理[M].李乃和,李凌,沈维,曹晴.北京:中国人民大学出版社,2003.
[9]冉华,周丽玲.中国企业未来的品牌之路[J].现代广告,2002.05
[10]David A.Aaker&Erich Joachimsthaler,The Lure of Global Branding
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[20]Steve Burt,John Dawson,Leigh Sparks,The International Divestment Activities of European Grocery Retailers[J].European Management Journal,2004,22(5):483-492
[21]Hanne M.Leknes and Chris Carr,Globalization,International Configurations and Strategic Implications:The Case of Retailing[J].Long Range Planning 2004,37:29-49
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[33]汤定娜,万后芬.零售业国际化营销[M].清华大学出版社,2004
[34]米贵琪.解析零售商业品牌的特性[J].商业时代·理论,2005,(35):13-22
[35]景素奇.国际零售商的13大优势.全球品牌网,2005.4
[36]梁振鹏.2007连锁百强出炉,国美年销售额破千亿蝉联龙头.第一财经日报,2008.3
[37]赵萍.世界零售业国际化的现状与趋势分析[J].北京工商大学学报,2006:16-20
[38]菲利普.R.哈里斯,罗伯特T.莫兰.著.跨文化管理教程[M].关世杰.北京:新华出版社,2002
[39]米贵琪,王旭,张叶栩.零售商业品牌的打造[J].价值工程,2005,(11):92-95
[40]乔春洋.品牌文化[M].广州:中山大学出版社,2005
[41]李宏涛.试析文化因素对国际营销的影响[J].河南商业高等专科学校学报,2004,17(1):22-24
[42]钱穆.中国文化史导论[M].北京:商务印书馆,1994
[43]梁漱溟.东西文化与哲学[M].北京:商务印书馆,1999
[44]陈曙光.钱穆的“文化类型说”评析[J].江南大学学报(人文社会科学版),2006,5(3):99-102
[45]罗家云.世界文化模式论[J].玉溪师专学报,1997,(1):53-57
[46]程颜.探析西方文化的特点[J].黑龙江教育学院学报,2003,22(5):
[47]铁鸿业.伊斯兰与儒家文化的比较[J].中国穆斯林,1997,(5)
[48]于正志,童志远.沃尔玛的国际扩张模式研究[J].黑龙江对外经贸,2006,(3):75-79
[49]汪旭晖,零售国际化失败:以沃尔玛在德国为例[J].管理现代化,2007(6):39-41
[50]杨宜苗.沃尔玛、家乐福在华扩张策略比较及其启示[J].现代管理科学,2007,(6):47-49
[51]锐智.沃尔玛零售攻略[M].广州:南方日报出版社,2004,237-240
[52]穆健玮.沃尔玛的全球化和本地化[J].商场现代化,2003,(6):20-22
[53]汪旭晖.国际零售商海外扩张的实证分析[J].FORWARD POSITION IN ECONOMICS, 2005.8:61-63
[54]王桂朵.家乐福撤出日韩市场的原因及启示[J].商场现代化,2006,(475):228-229
[55]韦明.企业的品牌全球化战略[J].国际营销经营管理者,2002,(12):58-59
[56]Carin Holroyd,Ken Coates.商业制胜之日本[M].柴金.北京:中国水利水电出版社,2004:132
[57]郭志军.学人所长,补己所短[J].商场现代化,1999,(3)
[58]Harvey Tripp,Margaret Tripp.商业制胜之阿联酋[M].王虹,王月.北京:中国水利水电出版社,2004:137
[2]郭国庆,刘风军,王晓东.市场营销理论[M].中国人民大学出版社,1999
[3]陈薇荔.公司品牌的含义、特征及意义[J].科技创业,2008,(1):54-55
[4]胡定平,张明.品牌国际化的含义阐述,产业与科技论坛[J].2006,(8):84
[5]孙强,常永胜.品牌国际化:概念、测量与模式选择[J].嘉应学院学报(哲学社会科学),2007,25(1):53-54
[6]David A.Aaker & Kevin Lane Keller,Consumer evaluations of brand Extensions,Journal of Marketing,Jan 1990.
[7]Joanna Barrett,Ashley Lye& Venkateswarlu,Consumer perceptions of brand Extension:Generalizing Aaker & Keller' s Model,Journal of Empirical Generalizations in Marketing Science,vol.4,1999
[8]凯文·莱恩·凯勒.战略品牌管理[M].李乃和,李凌,沈维,曹晴.北京:中国人民大学出版社,2003.
[9]冉华,周丽玲.中国企业未来的品牌之路[J].现代广告,2002.05
[10]David A.Aaker&Erich Joachimsthaler,The Lure of Global Branding
[11]杨欢进.名牌战略的理论与实践[M1.北京:中国经济出版社,2000
[12]卢泰宏.2001营销在中国[M].广州:广州出版社,2001
[13]杨婕,宋宏超.本土化生存[M].北京:中国经济出版社,2004
[14]田祖海.跨国公司的品牌扩张战略与中国企业的对策[J].武汉理工大学学报,2001.10
[15]Mooijde Marieke.Mapping Cultural Values for Global Marketing and Advertising.In:Philip Jones ed.Intern Realities and Myths.Sage Publications Inc,2000:77-101
[16]Moeran Brian.The Split Account System and Japan Adverting Industury.Internaltional Journal of Advertising,2000(19):185-200
[17]孟雷,王素珍.品牌国际化的文化战略[J].商业研究,2002(10):141-142
[18]黄伟东.文化对跨国品牌创建的影响[J].信息空间,2004(8)
[19]韩中和.品牌国际化战略[M].复旦大学出版社,2003
[20]Steve Burt,John Dawson,Leigh Sparks,The International Divestment Activities of European Grocery Retailers[J].European Management Journal,2004,22(5):483-492
[21]Hanne M.Leknes and Chris Carr,Globalization,International Configurations and Strategic Implications:The Case of Retailing[J].Long Range Planning 2004,37:29-49
[22]Eithel M.Simpson,Dayle I.Thorpe.A specialty store's perspective on retail internationalization:a case study[J].Journal of Retailing and Consumer Services,1999(6):45-53
[23]Williams,D.E.Differential firm advantages and retailer internationalization of British grocery retailing capital[J].Environment and Planning 1991,21:283-288
[24]Williams,D.E.Retailer internationalization:an empirical enquiry[J].European Journal of Markering,1992,26(8/9):8-24
[25]Burt,S.rrends in the internationalization of grocery retailing:the European experience[J].International Review of Retail:Distribution and Consumer Research,1991.1(4),487-515
[26]O'Grady S.,Lane,H.The Psychic Distance Paradox[J].Journal of International Business Studies,1996,(27):111-123
[27]Treadgold,A.,Davies,R.The Internationalization of Retailing[C].Longman,London,1988
[28]Treadgold A.The developing internationalization of retailing[J].International Journal of Retail & Distribution Management,1990,18(2):4-11
[29]Salmon,W.J.and Tordjman,A.The Internationalization of Retailing[J].International Journal of Retailing,21989(4):3-16
[30]Hanne M.Leknes and Chris Carr,Globalisation,International Configurations and Strategic Implications:The Case of Retailing[J].Long Range Planning 2004,37:29-49
[31]李飞,汪旭晖.中国零售学术研究现状分析[J].商业经济与管理, 2006,(8):15-22
[32]汤定娜,万后芬.中国零售企业“走出去”问题探讨.中国市场学会2006年年会暨第四次全国会员代表大会
[33]汤定娜,万后芬.零售业国际化营销[M].清华大学出版社,2004
[34]米贵琪.解析零售商业品牌的特性[J].商业时代·理论,2005,(35):13-22
[35]景素奇.国际零售商的13大优势.全球品牌网,2005.4
[36]梁振鹏.2007连锁百强出炉,国美年销售额破千亿蝉联龙头.第一财经日报,2008.3
[37]赵萍.世界零售业国际化的现状与趋势分析[J].北京工商大学学报,2006:16-20
[38]菲利普.R.哈里斯,罗伯特T.莫兰.著.跨文化管理教程[M].关世杰.北京:新华出版社,2002
[39]米贵琪,王旭,张叶栩.零售商业品牌的打造[J].价值工程,2005,(11):92-95
[40]乔春洋.品牌文化[M].广州:中山大学出版社,2005
[41]李宏涛.试析文化因素对国际营销的影响[J].河南商业高等专科学校学报,2004,17(1):22-24
[42]钱穆.中国文化史导论[M].北京:商务印书馆,1994
[43]梁漱溟.东西文化与哲学[M].北京:商务印书馆,1999
[44]陈曙光.钱穆的“文化类型说”评析[J].江南大学学报(人文社会科学版),2006,5(3):99-102
[45]罗家云.世界文化模式论[J].玉溪师专学报,1997,(1):53-57
[46]程颜.探析西方文化的特点[J].黑龙江教育学院学报,2003,22(5):
[47]铁鸿业.伊斯兰与儒家文化的比较[J].中国穆斯林,1997,(5)
[48]于正志,童志远.沃尔玛的国际扩张模式研究[J].黑龙江对外经贸,2006,(3):75-79
[49]汪旭晖,零售国际化失败:以沃尔玛在德国为例[J].管理现代化,2007(6):39-41
[50]杨宜苗.沃尔玛、家乐福在华扩张策略比较及其启示[J].现代管理科学,2007,(6):47-49
[51]锐智.沃尔玛零售攻略[M].广州:南方日报出版社,2004,237-240
[52]穆健玮.沃尔玛的全球化和本地化[J].商场现代化,2003,(6):20-22
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