A Study On The Marketing Tactics Of L Supermarket Company In Shanghai City

The last decade has witnessed the rapid development of China's national economy and the remarkable increase of Chinese people's commodity consuming capability. With the world economic globalization, China's domestic market is gradually merging into international market. In recent years, as a result of the great economic growth and the increasing of consumption capabilities, China has become an attractive target market for most of the giant retailers of the world, such as Wal-mart, Carrefour and Metro. They have entered China's retailing trade market and are quickly extending their businesses in many Chinese big cities. As an international metropolis and China's city of commerce, Shanghai has also witnessed the significant development of supermarkets in Chinese retail trade, which has changed people's life style a lot and is constantly playing an increasingly important role in the restructuring of national industries and people's daily life. Both Chinese native and the foreign supermarkets are trying their best to attract consumers in the acute competition of retail market. So far, Chinese native supermarket companies have realized that the competition is inevitable and the best and feasible countermeasure is to take an active part in the commercial competition while learning these foreign rivals'successful marketing operation experiences and their advanced management methods. The dissertation first introduced the current competition situation of the...