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外资家电连锁巨头百思买、万得城相继关闭其在中国的门店,黯然离开这片热土。相比来之前的信心满满到最后的惨淡收场,到底是什么使得外资家电连锁企业一再受挫,发展频频受阻?本文通过万得城在中国运营的案例,试图运用波特的五种竞争力量模型,对万得城进入中国家电零售业所面临的竞争环境进行分析,以找到万得城在中国失败的缘由,同时也为外资家电零售企业进入中国市场时提供一些参考。
Foreign home appliance chain giant Best Buy and Wonder City have successively closed their stores in China and have left this hot spot. What makes the home appliance chain enterprises in foreign countries frustrate again and again, and the development is often hindered? The paper tried to use Porter’s five competitive models through the case of Wande City operating in China. The analysis of the competitive environment faced by China’s home appliance retail industry after entering China to find the reasons for the failure of Chinatown in China, and also provide some references for foreign home appliance retailers to enter the Chinese market.