Interfirm Cooperation and Adaptation in International Retailing Business Relationship：The Example of Franchising CVS in China

[[abstract]]中文摘要 中國大陸經濟日益擴大，目前已是世界第六大經濟體，又擁有全世界約1/4 的人口，因此被視為21 世紀最具潛力的新興市場。加入WTO 後中國大陸市場對 外資開放，更是促使各跨國企業對龐大的未來商機爭相競逐。 中國大陸近年來的快速發展讓全球刮目相看，主要是其自開放之後，不論在 國企改革、政策制訂、以及加速與世界的接軌上，都產生了相當大幅度的變化； 同時在低廉的人力及土地成本下，吸引了全球各知名廠商的駐足，也為中國贏得 了「世界工廠」的稱號，加上中國潛在的龐大內需市場，都讓我們不能忽略中國 在全球市場中所扮演的角色。 在全球化的新世紀裡，中國大陸經濟的崛起，對周邊國家，亞洲地區乃至於 全世界經濟都產生極為深遠的影響。站在21 世紀企業激烈的競爭下，面對著全球 化趨勢的快速變遷，就多國籍企業而言，如何保有持續競爭優勢，做出正確的抉 擇，是一項重大的挑戰。正因為如此，對中國市場的認識、深入瞭解乃至有力掌 握，是各企業在全球市場競爭中獲致成奶ㄔi或缺的要素。 本研究以國際零售企業在國際化過程中，相關於海外市場進入模式的決定， 合作形態與對象選定，組織間的適應，與旗艦戰略的文獻探討，並以FamilyMart 集團進入中國的實際案例研究分析，期能對跨國企業在國際化過程中，尤其是中 國市場，對於策略訂定與經營管理模式架構，提供一些實務上的參考與建議。[[abstract]]Abstract China has become the 6th largest economy in the world With one-quarter of the world’s population it is viewed as a virgin market with the most potential in the twenty first century Since joining the WTO and the subsequent opening to foreign investors China has attracted numerous international corporations to vie for the endless opportunities The rapid growth of Mainl and China has caught the eyes of the world It has gone through many adjustments domestically after opening to the west such as the reform of state-owned enterprises and policy-making process and the attempt to be internationalized With inexpensive l and and labor it has attracted some of the world’s most reputable enterprises and won the nickname of “The World’s Factory ” In addition its massive domestic market has made it hard for anyone to overlook In the era of globalization the rise of Mainl and has caused a big impact on its neighboring countries and the entire region Multinational enterprises are having difficulties maintaining a competitive edge and making the right decisions amid fierce competition in the twenty first century Therefore a thorough underst and ing of the Chinese market is essential for them to gain success This paper researches on international retail companies’ decision-making processes while entering an overseas market and their cooperation patterns target choosing formulas and flagship strategies Through a real-world example of FamilyMart’s expansion into China we wish to provide some insights regarding management theories and strategic implementation for multinational companies to be globalized especially into the Chinese marke