원문정보
초록
영어
With the rapid development of e-commerce in China, the performance of retail companies that used to operate physical stores was significantly affected. Many companies began to seek transformation, but the results were minimal. Wal-Mart, once a giant in the traditional retail industry, has also been hit by the Internet, showing a decline in performance and closure of a large number of stores. In order to cope with the impact of the Internet, Wal-Mart has implemented a series of marketing strategies in the Chinese market in the past two years and achieved remarkable results, attracting widespread attention from the industry. Therefore, this article will focus on the marketing strategy of Wal-Mart in China under the background of the Internet, summarize the experience of how physical retailers responds to e-commerce shocks, and provide practical implications for the transformation of traditional retailers.
목차
I. INTRODUCTION
II. THE DUTCH DISEASE
A. Research on marketing strategies of offline retailers
B. Research on marketing strategy of online retailer
III. ANALYSIS OF WAL-MART'S MARKETING STRATEGY UNDER THE BACKGROUND OF INTERNET
A. Channel Strategy
B. Product Strategy
C. Price Strategy
D. Promotion Strategy
IV. ANALYSIS OF MARKETING STRATEGIES OF TRADITIONAL RETAILERS UNDER THE BACKGROUND OF INTERNET
A. Establish a clear market positioning
B. Accelerate the integration of online and offline channels
C. Pay attention to the application of big data in marketing management
V. EMPIRICAL FINDINGS AND RESULTS
Acknowledgement
REFERENCES