Analysis of retail behavior and retail structure in the East Asia (Focus on conflict of internationalization and localization)

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We focused on the dynamic state of retail behavior and retail structure in the East Asia area. We conducted interview investigation to the Japanese retail company which has advanced to the East Asia area in order to analyze change of the retail behavior in globalization. Moreover, we carried out the questionnaire for a local consumer in the shopping center of the local city in China in order to investigate change of a consumer behavior. A big trend called internationalization has had huge influence on retail behavior of the East Asia area. Simultaneously, the retail company needs to cope with the originality of the region.