Marketing Strategies of Multinational Enterprises in China--Taking Wal-Mart as an Example

Abstract

This paper takes Wal-Mart as an example to analyze transnational marketing strategies. The importance of the research topic is to find out the advantages and disadvantages of multinational enterprises in China, as well as what strategies multinational enterprises should adopt in the process of transnational operation. This topic is chosen because the economy is becoming increasingly developed, the economic activities of countries and regions worldwide are interdependent, and the transnational marketing of enterprises is increasing. As a representative company with the largest turnover in the world, the advantages and disadvantages of Wal-Mart are discussed with case studies. This can serve as a learning target for other multinational companies to draw experience and enhance the cross-cultural concept. It can also avoid the problems caused by the excessive pursuit of low cost and the phenomenon of "acceding to the soil" when entering the Chinese market. Multinational enterprises in China should attach importance to localization and accurate positioning of enterprises in combination with the actual situation.