全球前10大零售業者的營收表現，整體海外營收比例占總營收平均超過30%，可見拓展海外市場對於零售業是相當重要的。不過自從零售業者開始發展國際化以來，由於虧損或是其他營運上問題導致零售業者退出市場的情形屢見不鮮，因此對於零售業者進入海外地主國市場存活時間的研究就變得尤其重要。
本研究由策略的角度切入，探討電子商務、多品牌、多角化以及進入時機對於零售業者對海外市場實體商店存活時間的影響，同時更進一步探討進入時機對於以上零售經營策略的調節效果，並利用調節效果來說明進入時機對於零售業者進軍海外市場的重要性。
本研究結果發現，進入時機愈晚會造成地主國實體店鋪存活時間減少。而多品牌策略則對零售業者在海外地主國的實體商店存活時間有正向的影響，不過也會受到進入時機對其策略的調節效果影響，使得多品牌策略的效果降低，因此零售商在進軍地主國市場時應同時考慮經營策略的選擇並且把握進入時機。

The sales of the world’s top 10 retailers from foreign markets are over 30%, therefore it is important for retailers to expand business overseas. However, there have been a lot of retailers suffering from host country failure since the beginning of retail internationalization. Thus, the study of retailing field becomes necessary.
This paper attempts to reveal the impact of retail strategy including e-commerce, multi-brand, diversification and entry timing on physical store survival at host country, meanwhile, the discussion about moderating effect caused by entry timing also included in this paper.
The result shows that entry timing not only has direct negative influence but also has moderating effect to survival time significantly; multi-brand strategy however has positive effect on physical store survival. Therefore, it is crucial for retailers to make decision on entry and operating strategy while consider developing foreign market.

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