The Target-Market Strategy On The Large Retail Enterprises Of China In The Multinational Marketing

Most of attention given to international retailing ever since Kacker (1985) first discussed push and pull factors in the literature. This theory provides a useful basis for analysis and has formed a basis for further research and theoretical development. The problems of international market entry strategies and target-market choice have been discussed by many scholars.The pace of economy internationalization has undoubtedly quickened, retailing enterprises face with severe competitiveness, especially after China entered in WTO. The problem of internationalization problem for Chinese retailing enterprise has been urgent. A great deal of native retailers have achieved more and more international competence after the international retailers invested in our market. A few native retailers have gone outside to invest, and their experience are very valuable for other enterprises.Our retailing enterprises have to make a detailed strategy on internationalization when they decide to go outside. And the international competence and adaptability are prerequisite. First, the article is discussed the stimuli of retail internationalization, and further address on the pull and push factors about our large retailers. Also, there are many difficulties and risks: the international trade rules, less of international competition experience, the conflicts between different countries, low management skill and techniques, less of modern managerial experts ,small scale and low benefit of enterprises, etc. Second, the choice on target-market, (including international market segmentation, enterprise's internal environment evaluation, and the competence on the market) and the market entry modes are addressed. Finally, the tactics on how to stimulate our retailers for further international expansion are suggested in Charter6.In our country, the retail formats, scales, logistics and internal man management have been widely discussed, but the problems of retailers'internationalization strategy and market entry are less provided. So, this article mainly addressed on the target-market strategy during retail internationalization according to our large retailing enterprises.