| Summary: | 碩士 === 淡江大學 === 中國大陸研究所碩士班 === 96 === The hypermarket business is the fastest- growing industry than other types of business operation after China government removed restrictions on foreign retailer direct investment. During 1995 to 2000, Taiwanese-operated hypermarkets created the high growth profit in Taiwan. Later on, they rapidly expanded branch stores in China with their successful experience of management. Research materials and data indicated that China indeed has more opportunities for attracting investment compared to Taiwan. If any enterprises long for pursuing higher profits, China would definitely be the target investment market. However, since hypermarket enterprises all over the world have been competing in Chinese market. It will become another important issue for them to stay competitive in China.
This research will take the Taiwanese hypermarket enterprises as the research object inquiring into the way of the enterprise on how to standardize and localize retail know-how when they face a different environment. How does an enterprise deal with localization and standardization problems when it runs business in a different environment?
According to my research, the Taiwan experience can provide those Taiwanese-operated enterprises two dimensions of assistance.
One is the foundation “know-how" which is what a hypermarket enterprise needs in the initial investment period; another is “the key goal" which is what an enterprise needs to be achieved. In brief, the enterprise by standardize them to reduce learning cost when they entering China market.
Furthermore, does the enterprise achieve this goal eventually? According to my research, it will all depend on the extent of an enterprise''s localization ability which I define as adaptable and adjustable ability when an enterprise faces a different business environment. If an enterprise can coordinate their own resources to make the response in accordance to the circumstances and change retail know-how which has been adopted in Taiwan.
By this structure, my research has some suggestions to retail enterprises which plan to cast investment in china market.
First, using the smaller and less competitive Taiwan market to analyze "correct” Retail Know-How and Key Successful Factors, it will help you to have a clear target to pursuit.
Second, in order to minimize the time to achieve "the key goal”, an enterprise must promote adaptability (ex: flatting organization or construct more IT system...etc) and gain more resources (attract more capital or train more elites...etc).
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