摘 要:国外的大型超市自中国零售业在2004年年底全面开放时便陆续进入中国，并与国内的零售业展开竞争。近年来，沃尔玛、家乐福、麦德隆等超市在中国迅速扩张，其规模和销售额远大于本土超市。麦肯锡预测，未来中国市场60%将被家乐福等国外超市占据，国内零售业只能占其余的40%。在如此严峻的形势下，促进国内零售业的发展迫在眉睫。本文以大型超市连锁店的选址为主线，通过对无锡家乐福成功的选址进行分析，得出具体选址理论，西学为用,旨在能为中国零售业的发展提供些选址理论，为中国零售业发展尽上自己的绵薄之力。

关键词：零售业；选址分析；无锡家乐福

ABSTRACT:At the end of 2004, the fully openning of chinese retailing begin. Large foreignal supermarket are entering China. In recent years, WAL-MART, Carrefour, Metro and other supermarkets expand rapidly in China, its scale and sales volume is far greater than the local supermarket. McKinsey predicted, the future of the Chinese market in 60% will be Carrefour and other foreign supermarkets occupy, domestic retail industry only accounts for the remaining 40%. In such a grim situation, the development of the domestic retail industry is very important. This article is based on the location of retail industry, through the analysis of successful location of Carrefour in Wuxi, to gain the specific location theory, Western learning for use, to provide some location theory for improving China's retail industry.

Keywords: retailing ; location analysis; Wuxi Carrefour

本文选题背景

随着零售业的不断发展，一些零售企业开始着力开发分店，甚至很多零售企业跨国开设分店，比如家乐福、欧尚、大润发等超市。那么分店开发的关键是什么呢？无疑是选址了。因为，零售业是地点位置产业，经营者能否经营成功极大程度上依赖零售店铺的选址。零售业店址的选定必须考虑到人口、交通、居民的收入状况、商圈、政策规划及法律因素等。因此，正确的选择店址，使所开零售店与其所在地周围的实际市场环境相适应，是零售店经营成功的前提，也是其发挥最大经营潜力的前提；相反，选址错误，超市将难以维持生计，更不可能在竞争中取胜。不但如此，经营规模越大的零售店，店址的选择对经营成败的影响就越大。所以，对零售商而言，选址是非常重要的决策。