Wal-mart (china), Image Research, And Business Development

In the global context of rapid economic development, retail and increasingly fierce competition among enterprises, not just products, technologies, channels, price competition, more products based on large-scale global flow and marked infiltration of corporate image on collision. Good corporate image is a powerful driving force enterprise business development and security. Corporate image and corporate culture are crucial to long-term results of operations, this role is not to promote, but directly increased. Wal-Mart has made a huge commercial success in just a few years time, and in the minds of the public formed a good corporate image. However, political and cultural differences of the long-term, Wal-Mart's business development in China, encountered a strange atmosphere for the development, met with great cultural differences, so that the store design, concept spread, the government public relations and crisis communications and other difficulties encountered, but also affected the development process in China. Therefore, how to adhere to the original concept on the basis of excellence, combined with China's consumption habits and cultural backgrounds shape and dissemination of corporate image, in order to better promote the commercial development has become a very important issue.This article will follow theory with practice research ideas, first absorbing the existing research results, based on the concept of corporate image from the formation, classification and role of Deng problems, we should corporate image system analysis of factors influencing commercial development and ways; second part of the Wal-Mart Image from defects in both the highlights and analysis, and analysis of these two areas were the development's effect on the business; the third headquarters of multinational companies through the introduction and dissemination in the image of the classic shape case, summing up the successful experience, and uses the previous theoretical framework and draw their own characteristics of Wal-Mart(China) Company's strategy to be taken.