浅谈外资零售企业在华经营战略-以沃尔玛为例

浅谈外资零售企业在华经营战略-以沃尔玛为例(包含选题审批表,任务书,开题报告,毕业论文14000字)

摘  要：随着中国加入WTO以及零售产业的对外开放，不断扩大的市场规模，以及持续提高的消费力，吸引着以沃尔玛(Wal-Mart)为代表的大型跨国零售企业相继进入我国，并展开激烈的市场争夺。相对于国内零售企业，跨国零售企业有着较强的竞争优势，中国零售产业面临着巨大的挑战。本文以沃尔玛为例分析了外资零售企业华经营战略，并在此基础上，提出对中国零售企业发展的启示，期望我国零售企业不断创新，采取适合中国零售企业的发展战略，取得长足的发展。

关键词：零售业；战略；竞争优势；本土化；

The study on operating strategy in China of foreign retailers-putting Wal-Mart as a case

Abstract: With the pace of joinning WTO and China retain’s opening,the constant enlargement of the scope of market and sustainable enhance of consumer ability naturally attracted international retailers represented by Wal-mart entered to China.And Chinese retail market in the increasingly fierce competition.Compared with China retain enterprise,international enterprises owned stronger competition advantages,China retailers are facing huge challenges.This paper analyzes that foreign retailers’ operation strategies in China,and take the Wal-mart for instance.On the basis,hoping China retailers continous innovation,and execute the strategy which suit to China retailers.

Key words：Retail;Strategy;Competitive Advantage;Localization