A Study On The Development Strategies Of Foreign Supermarkets In China

Since entering the WTO after our country has since the days of foreign open retail market. With local and foreign retail enterprise competition and reference for the country's retail trade, development has become more mature. The current retail formats of the supermarket mainstream-especially fierce competition, particularly in the large and medium-sized cities in China, foreign large supermarket enterprise have set their own territory. At present, the supermarket sector though not appear foreign occupation in Chinese retail supermarket enterprise market situation, but in large supermarket, within the scope of business with large foreign supermarket enterprise has gradually master market initiative. At present, this thesis discusses the supermarket with large foreign enterprises in China, the development strategy for further study and drawing lessons from the successful experience of foreign investment in China, to learn the lessons of foreign capital, the local supermarket industry and even the entire retailing development in terms of both has important strategic significance.This thesis in the design process insists the theory value and practical case studies combined. In a large collection of Chinese and foreign literature related retail based on summary, foreign investment enterprises in China, the supermarket of the strategy and development of local supermarket industry development strategy of enlightenment. In conjunction with the relevant management and strategic knowledge, the analysis of large-scale foreign supermarket in China the macro environment, industry environment, competitive environment and its development strategy. With SWOT analysis method, the PEST, literature research and case analysis, the foreign supermarket in China's strategy analysis and evaluation of the whole. In addition, foreign investment enterprise to supermarket the typical representative of Wal-Mart, Carrefour supermarket, metro, as the research object, their development strategy in China make reasonable analysis. Contrast these foreign supermarket in China, the development strategy of a more reasonable judgment, therefore, sums up the foreign supermarket in China the latest strategy trends.This thesis through to the foreign investment enterprises in China, the supermarket of the development strategy of understanding, able to clearly that foreign large supermarket in China's overall situation, marketing strategy and the influence of the mainland to the supermarket, and to the entire retailing development a more detailed knowledge.