沃爾玛中国区营销策略探析24.docVIP

ABSTRACT The retail sector is an important part of a countrys economic and its development trends reflect a countrys overall economic trends. Specifically, the retail trade reflect a barometer of the economic situation of a country or region, whether the national economy is reasonable, first in the circulation, or in the consumer market manifested.Since the 1990s, especially in the opening to the outside world, driven by Chinas accession to the WTO, Chinas retail industry maintained a good momentum of sustained and rapid development, Chinas retail industry to speed up opening up the pace, while international retail giants step up to enter the pace of China, the domestic retail industry is facing tremendous pressure and challenges. With the entry of foreign capital, Chinas retail performance of co-existence of old and new formats, rapid increases in the scale of the market towards the concentration and the level of modernization to improve.In the process of internationalization of the world retail, Wal-Mart has become a prominent representative of it to create the myth of the retail industry. Wal-Mart to enter China in 1996 opened the first Wal-Mart shopping plaza and Sams Club stores in Shenzhen. Wal-Mart operates a variety of formats, including shopping malls, Sams Club stores, and community shops and so on. As of March 1, 2012, Wal-Mart has opened 370 stores in China and directly created more than 106,500 jobs.This paper-based Wal-Marts business practices, analyze problems and solutions encountered in the process of Wal-Mart China, domestic retail enterprises to provide some useful suggestions and countermeasures. The article first introduces the Wal-Mart development in the global and Chinese history, literature reference to the brief article. Secondly, a simple analysis of Wal-Mart in Chinas development opportunities and challenges, and outlines the marketing status of the Wal-Mart. Next summarizes some of the problems encountered by Wal-Mart in the process of