International Marketing in the Retail Industry

Author: Tang Dingna · Wan Hufen
Publisher:
Publish Date: 2004-05-01
Features: What does the cross-border marketing of foreign enterprises in China mean for the retail industry? How can Chinese retail enterprises leverage their local advantages? Should Chinese retail enterprises go global? How can Chinese retail enterprises improve their competitiveness in the international market and win in the competition? Such questions have become urgent issues for retail enterprises to research and solve, and they have also been the concerns of the authors since participating in relevant national social science fund research projects in 1999. This book aims to provide beneficial discussions on these aspects.
This book primarily explores the issue of international marketing in the retail industry, covering the following content: the development dynamics of China's retail industry in international competition and the relevant policy guidance of the Chinese government; how retail enterprises can continue to develop in the process of international marketing, formulate and implement marketing strategies and tactics for interaction with multinational companies in their local markets, and determine the timing, conditions, paths, and strategies for going global; the strengths and weaknesses of Chinese retail enterprises, how to leverage strengths and transform weaknesses to enhance the international competitiveness of the retail industry, and so on.
This book is suitable for retail industry managers, practitioners, and marketing personnel in other service industries to learn from and reference when conducting marketing activities. It can also serve as a reference for theoretical researchers studying retail marketing and corporate internationalization, as well as supplementary reading for students and faculty in economics and management disciplines at universities and colleges, and others interested in retail marketing.