从语境文化视角论外资零售企业在中国的地域化现象

An Analysis of Foreign Retail Enterprises in China from Cultural Perspective of Context  

摘要

随着经济与科技的发展，经济全球化的脚步越来越快，世界各国经济交流也越来越频繁。跨国企业也随之孕育而生。但是由于语境文化的不同，对跨国企业在国外不同文化情况下有明显的文化冲突。企业为了能在其他国家能够生存与发展，就必须进行适当的调整，适合当地的发展。

本文主要是以沃尔玛，家乐福和麦德龙为例，进行外资零售企业在中国的发展情况的地域化分析。希望能够尽量减少由于文化差异所导致的文化冲突，从而使企业更加稳步和谐地发展，能够为以后企业的跨文化发展有一定的帮助作用。

关键词：地域化， 语境文化，  外资零售企业

Abstract

With the development of economy and science and technology, the pace of economic globalization is getting faster and faster, and economic exchanges between countries around the world are becoming more and more frequent. However, due to the difference of context culture, there are obvious cultural conflicts among multinational enterprises in different cultures. In order to be able to survive and develop in other countries, multinational enterprises must adjust appropriately to suit local development.

In this paper, we analyze localization of foreign retail enterprise in China from cultural perspective of context such as Walmart, Carrefour and Metro. It is hoped that cultural conflicts caused by cultural differences can be minimized, so that the multinational enterprises can develop more steadily and harmoniously in different culture context in the future.

Key words: Localization,  Culture Context,  Foreign Retail Enterprise