德國麥德龍集團在中國經營策略之研究

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Title:	德國麥德龍集團在中國經營策略之研究
Other Titles:	A Study of Business Strategy of Germany's METRO Group in China
Authors:	許妙如 HSU, MIAO-JU
Contributors:	國際事務與企業學系歐洲研究碩士班鍾志明 CHUNG, CHIH-MING
Keywords:	麥德龍集團;現購自運;零售市場;物美集團;麥德龍中國 Metro AG;Cash & Carry;Retail market;Wumart;Metro China
Date:	2021
Issue Date:	2022-08-18 11:20:49 (UTC+8)
Abstract:	德國零售業巨頭麥德龍銷售方式採取現購自運方式，過去已深耕中國長達25年。就全球大型跨國零售業紛紛進軍中國之際，麥德龍中國卻在2020年將多數股權出售給中國企業物美集團，雙方成為技術合作夥伴，不論線上線下的整合，中國本地採購與供應鏈的變化，皆為麥德龍注入新的活力，有助於麥德龍中國在競爭激烈的市場取得快速的轉型。此外，歐盟與中國全面投資協定在2020年底達成共識，勢將帶給麥德龍集團在中國營運新的契機。在中國全面開放外資零售業前景下，麥德龍集團對全球零售巨擎以及中國本土零售業相互競爭，調整在中國的經營策略乃勢在必行。　　本文首先將瞭解歐洲零售批發業在中國投資的概況，深入探討歐盟與中國談判七年所達成的雙邊協議，如何影響歐洲零售業在中國投資經營，以及麥德龍中國的市場行銷、顧客定位、商品採購及開店營運策略之調整。接著分析中國物美集團的實力及資源，對麥德龍集團在中國產生何種改變，有無可能引領中國零售業市場的新格局，以進一步探討其主要競爭對手、以及中國政府政策對外資零售業的影響。本文認為，麥德龍集團出售多數股權給物美集團，主要是在中國市場的經營面臨轉型的需求，而重新定位其市場策略經營模式的結果。　　The German retail giant Metro AG adopts the cash & arry method for sales and has been deeply involved in hina for 25 years. While the global large-scale ultinational retail industry has entered China, METRO China sold its majority take to the Chinese company Wumart been deeply involved in China for 25 years. While the global large-scale ultinational retail industry has entered China, Metro hina sold its majority stake to the Chinese company Wumart roup in 2020. The two parties have become technology partners.　This process involved online and offline integration, hich further pushed the reform of Metro China's local rocurement and supply chain. As a result, there came a new vitality into Metro AG and the transformation helped Metro China achieved high competitivities in the global market. Adding to that, the EU-China comprehensive investment greement reached a consensus at the end of 2020, which is destined to bring new opportunities for Metro AG to perate in China. However, Metro AG will face challenges from ther global retail giants and China's local retail industry due to China's full opening of the foreign-funded retail ndustry. Metro AG will have to adjust its business trategy in China in order to win this battle. 　　This study will first reveal the situation of European retail and wholesale investment in China. I will discuss in depth how did the European Union (EU) and China reached the bilateral agreement, which took them seven years to negotiate. I will also analyze how does the agreement ffects the European retail industry's investment and operation in China, as well as Metro China's marketing, customer positioning, merchandise procurement, and adjustments in the store operation strategy. Second, this article will resolve questions such as: What are the strengths and resources of China Wumart Group? What changes will Metro Group have in China? Is it possible that Metro AG becomes the leader in the new pattern of China's retail market? Solving these questions will further lead to the exploration of Metro AG's main competitors and the impact of Chinese government policies on foreign-funded retail. This research believes that the sale of a majority stake by Metro Group to Wumart Group is mainly the result of Metro AG's repositioning of its market strategy and business model while facing the need for transformation in its operations in the Chinese market.
Appears in Collections:	[Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies] Disserations and Theses(M.A. Program in European Studies)

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