Research On Market Positioning Of Foreign Retail Enterprise In Heilongjiang Province

China completely loosed the limits to the foreign capital retail enterprise on region, proportion of stock rights and management types on December 11, 2004. With the open to the foreign capital retail enterprise, the foreign capital retail enterprise entered Heilongjiang and developed very quickly. In a very short time the international retail sales giant Wal-mart, Carrefour, B&Q, Parkson, Pricemart, METRO, hoyodo entered Heilongjiang and grasped the Heilongjiang retailing market shares. The entering of foreign capital retail enterprise make the Heilongjiang domestic retail enterprise faced a big competition.The purpose of the dissertation is to make research on marketing positioning of foreign capital retail enterprise. The dissertation analyze the marketing positioning from two parts: types of retailing positioning, factor of marketing positioning. And the dissertation also make propose to the Provincial-domestic department store on how to intense marketing positioning. Marketing positioning can make the foreign and domestic retail enterprise avoid face-to-face competition. It is a win-win strategy. Marketing positioning can make the foreign and domestic retail enterprise develop quickly and make bigger contribution to Heilongjiang.Firstly the dissertation elaborated writing background, the angle, the frame, the goal and the significance, and has conducted the research to the domestic and foreign retail sales enterprise marketing positioning theory , and carried on the comparison to the traditional marketing positioning theory and the modern marketing positioning theory. Then the dissertation elaborated related basic theory. Give the definition of retails and retailing types of operation. And it elaborated the theory of marketing positioning. And it introduced two tools of marketing positioning to make research on marketing positioning of foreign capital retail enterprise. The dissertation has conducted the research to the development situation of Heilongjiang foreign capital retail enterprise. It analyzed the development characters of foreign capital retail enterprise, and compared the competitive power between foreign capital retail enterprise and the domestic capital retail enterpriser. Then the dissertation analyzed the types of retailing positioning of foreign capital retail. enterprise. It made research from three aspects: Macroscopic environment, the competitor and foreign capital retail enterprise itself. The dissertation made research to factor of marketing positioning of the foreign capital retail enterprise. It analyzed the situation on factor of marketing positioning of the foreign capital retail enterprise. It found out the problems on marketing positioning of the foreign capital retail enterprise, and propose how to solve the problem. Lastly the dissertation analyzed the influence of marketing positioning of foreign capital retail enterprise to Provincial-domestic department store. It made propose how to enforce marketing positioning of domesticdepartment store in Heilongjiang Province.