Local Retail Change From Carrefour's Marketing Strategy

The retail is bridge of the production and the consumption, also is access and terminal of the product sale. The native retail's sustainable development not only is for its survival and development, more importantly safeguards and promotes the native industrial production development as well and expends pattern for guidance. But under the long-term planned economy management pattern, the Chinese native retail has many problems. Facing the foreign capital to Chinese market attacking, the retail market competition intensifies day by day, and the native retails get to go out of business in abundance. Therefore, studying the model of foreign retail experience which the giant succeeds in its business can promote the native retail competitive ability, which can have important practical significance and the theory significance.Carrefour is the second big retail merchant in the world. Since 1994, entering the mainland of China, it has amounted to 17.4billion Yuan in the Chinese market sales volume in 2005.It has become the biggest retail enterprise which has the most shop and the biggest retail sales .Also it only gains more at present in China, which is worth to studying and referring for foreign retail.During the whole research,the writer integrated theories with practice,emphasized on conclusion's practicality and advancement.The paper's outcome has practical significance,can provide helpful references on going globle to the local retail enterprises.