外资零售业在中国的区位选择分析--基于电商发展水平角度

摘要

选取2013－2014年中国电子商务发展较为领先的88个城市，使用条件Logit回归分析方法，探究了我国电子商务发展水平对6个主要外资零售企业（大润发、沃尔玛、家乐福、麦德龙、欧尚、卜蜂莲花）在中国区位选择的影响。结果表明，区位选择与电商发展水平显著正相关。此外，区位选择也与城镇人口规模、地区开放程度等有显著相关关系。我们的研究加强了电子商务发展水平对外资零售业行为影响的认知，有助于协助零售企业更好立足于电商时代。%Based on the China e-commerce development index (2013-2014), top 88 cities were selected to estimate how the e-commerce de-velopment level influences location choice of the top 6 foreign retail companies'( RT-Mart, Wal-Mart,Carrefour, Metro, Auchan and Lotus)in China .The results show that the location choice is positively influenced by the e -commerce development level.In addition, factors such as the market potential, competition, entry barriers and infrastructure also have significant impact on location choice .This study enhances the knowledge about the effect of e-commerce development level on the behavior of multinational companies , especially on that of retailers in the era of e -com-merce.