Sales Strategy Research Of ShenYang PengLi Branch Of Wal-mart Mall

1,PROLEGOMENONAccompanied by the introduction of China's reform and opening up policy, more and more foreign retailers to enter the China market, China has become the world's largest competition of large business groups stage.Walmart in 1995, formally entered the Chinese mainland, established in Shenzhen China Group Walmart headquarters. Also in Shenzhen in the following year opened the first home Walmart shopping plaza and the first Sam Member shops began to open up the Chinese market history. However Walmart in China does not operate as anticipated Walmart USA Group Headquarters optimistic. Confronted with the powerful Chinese consumer culture, Walmart of the American experience must be appropriate adjustments; Although China and the prospects for the retail market, but the market in different regions, the existence of consumption, shopping habits, the great different business environment, creating a clear difference of the retail market structure, so that large chain retailers operating in the inter-regional, standardized operation mode challenges, the need for more change. Therefore, the fundamental strategy Walmart ( "daily parity" business strategy, "the customer is the real boss" services strategy) unchanged circumstances, should be based on China's national conditions and national characteristics, consumption habits develop appropriate marketing strategies.2,THE BIGGEST IN CHINA'S CURRENT SITUATION AND MARKET CONDITIONSIn recent years, China's reform and opening up policy guidelines, stability and development in the emerging middle class gradually rising, the commercial retail market has become increasingly active. But the biggest sales performance in China is not ideal. Chain operating in China released by the Society for the "2004 China 100 strongest chain enterprises", Walmart to 7.63 billion yuan in China sales ranked No. 20, 2003 compared with three downturn, sales are old opponent sets up 16.24 billion yuan. And the mediocre performance in our contrast is that the U.S. "Fortune" magazine recently published 2005 annual ranking of the top 500 global wealth, Walmart 2004 annual revenue to 288.189 billion U.S. dollars, reelected top. Obviously, the biggest in the country with its performance in the global market dominant position seriously inconsistent. All models use SWOT analysis Walmart...