摘 要
   
随着经济全球化的到来，中国与世界各国的贸易往来越发频繁，越来越多的外商纷纷涌入中国市场。但是有不同文化价值体系的双方在贸易方式上也存在着差异，而如何合理有效的解决这些差异便成了外商在华市场取得成功的关键。在跨文化交流中，文化语境十分重要。到目前为止，爱德华.T.霍尔的高低情境理论最具影响。根据霍尔的理论，高情境文化在沟通过程中的反映，是信息与信息之间存在高度的前后联系或大量信息隐含在某种个体特性之中。在低情境文化中，正如霍尔所解释的那样，大部分信息必须清晰传递从而来弥补语境内外所丢失的信息。本文从高低情境文化视角出发，通过家乐福和乐购这两大外资零售企业入华策略调整及其取得的不同成果，分析出在高情境文化的中国，熟悉程度以及本土化程度对于外资企业能否在华市场取得成功相当重要。熟悉程度是指消费者对于品牌、产品的了解及认识层面。本土化程度是指外资企业为迎合当地消费者所采取的各项调整措施程度。认识到这两大关键因素并采取相应措施之后，外资企业在中国的经营也就事半功倍了。

关键字：外资零售企业；高低情境文化；策略调整；实际应用

ABSTRACT
   
With the development of economic globalization, China’s trade with other countries all over the world is becoming more frequent than before, and an increasing number of foreign investors begin entering China market. However, there are differences in ways of trade due to different cultural value systems. Hence how to deal with these differences reasonably and effectively has been the key to success in China market. In cross-cultural communication, cultural context is very important. So far, Edward. T. Hall's theory of high-context and low-context culture is the most influential one. According to Hall's theory, the reflection of high- context culture in communication is that there are highly interconnectedness between information or more internalized understandings of what is communicated. In low-context culture, as Hall further explained , most of the information must be conveyed clearly to further explain the context. In order to identify the importance of degrees of familiarity and localization, this paper takes Carrefour and Tesco, two major foreign retail enterprises, as a comparison case study, analyzes their strategy adjustments to enter China market as well as their different results from the perspective of high-context and low-context culture. Familiarity conveys the meaning of consumers’ degree of awareness of a brand and its product. Localization refers to the adjustments of foreign enterprise to cater to local consumers. Realizing the importance of the two factors and take effective adjustments accordingly may enhance the foreign business in China and create a substantially positive effect in China market.

Key words: Foreign retail enterprise; high-context and low-context culture; strategy adjustment; utilization