Research On Multinational Marketing Mix Of The Big-size Retail Enterprises Of China

In recent years, the internationalization trend of the retail enterprises has become stronger increasingly. The retail enterprises in China have developed and expanded gradually under the pressure of the constantly entering of the international retail giants, with those begin carrying out the multinational marketing activities in the circumstances. However, in our country, the economic strength, the specialized skills and the scope of the retailing enterprises are lower than those in international, especially their inexperience and low reputation in the areas of the multinational marketing skills and their brands, which affect the benefits of our retail enterprises and their international competition.Although the researches on retailing internationalization has attracted people's attention, it mainly laid emphasis on inspecting the process of the retailer's overseas expansion in the developed countries, including the internationalization motive, the overseas targeting and the selection of the entering modes. there are defects in the research outcomes on the marketing tactics of the retailing internationalization. furthermore, there are few research outcomes of the directly research of the multinational marketing tactics of those in China. In the light of the situation, the basic purpose of the paper are to take the multinational marketing activities of the large-scale retailing enterprises in China as the object of the research, to study the multinational marketing mix of it.Based on the research problems brought up, the documents research and the practical investigations methods are taken in the paper, defined the tactic elements of the retailing enterprises again, including the following four elements: the categories and the prices of the commodities, the retail sales promotion and the retail services. Among them the tactics of the categories contain the sort combination, the introduction of the new sorts, private brands and so on; the tactics of the prices include pricing and regulates prices; then the sales promotion contains the in-shop and market promotion; while the service must provide the overall services through out the whole sales. On the basis of dividing the countries of the world into the developed countries, the burgeoning industrialization countries and areas, and the developing ones, the paper has analyzed the outer environments and the inner resources that the multinational marketing of the retail enterprises in China would be faced with, and the international consumer's behavior characteristics. Then it has summarized the theories and practical experiences of the international giant retailers who has made use of the localization and standardization. And then to realize the multinational marketing target of the retail enterprises in China, it has provided the selected-contents and modes both in localization and standardization. At last, it has built an international brand figure of the retailers in China through carrying out the marketing tactics effectively.