| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 100 === 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.
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