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Abstract “The Belt & Road Initiative” is China's national initiative that was put forward under the new situation. The core of co-constructing “B&R” is the cooperation in five fields, which provides huge space and market opportunity for China's Retail Industry “Going Out”. Key strategic decision-making of China's retail industry in terms of overseas target market selection, market access and overseas investment risk management, from the perspectives of both the idea and the contents, are highly consistent with China's “B&R”. As such, active efforts should be made to explore interactive development of the two strategies. Based on the literature review of retail internationalization and the execution of the “B&R Initiative”, the theory model of adapting China's Retail Industry “Going Out” to the “B&R” can be conceptualized under the considerations of path, market entry model, marketing strategy, 4P's and risk management.
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Received: 16 August 2016
Published: 15 December 2016
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Corresponding Authors:
ZHU Ruiting
E-mail: zruiting@sina.com
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2016, Vol. 
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