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1、ABSTRACTTheretailsectorisanimportantpartofacountry'seconomicanditsdevelopmenttrendsreflectacountry'soveralleconomictrends.Specifically,theretailtradereflectabarometeroftheeconomicsituationofacountryorregion,whetherthenationaleconomyisreasonable,firstinthecir
2、culation,orintheconsumermarketmanifested.Sincethe1990s,especiallyintheopeningtotheoutsideworld,drivenbyChina'saccessiontotheWTO,China'sretailindustrymaintainedagoodmomentumofsustainedandrapiddevelopment,China'sretailindustrytospeedupopeningupthepace,whileint
3、ernationalretailgiantsstepuptoenterthepaceofChina,thedomesticretailindustryisfacingtremendouspressureandchallenges.Withtheentryofforeigncapital,China'sretailperformanceofco-existenceofoldandnewformats,rapidincreasesinthescaleofthemarkettowardstheconcentratio
4、nandthelevelofmodernizationtoimprove.Intheprocessofinternationalizationoftheworldretail,Wal-Marthasbecomeaprominentrepresentativeofittocreatethemythoftheretailindustry.Wal-MarttoenterChinain1996openedthefirstWal-MartshoppingplazaandSam'sClubstoresinShenzhen.
5、Wal-Martoperatesavarietyofformats,includingshoppingmalls,Sam'sClubstores,andcommunityshopsandsoon.AsofMarch1,2012,Wal-Marthasopened370storesinChinaanddirectlycreatedmorethan106,500jobs.Thispaper-basedWal-Mart'sbusinesspractices,analyzeproblemsandsolutionsenc
6、ounteredintheprocessofWal-MartChina,domesticretailenterprisestoprovidesomeusefulsuggestionsandcountermeasures.ThearticlefirstintroducestheWal-MartdevelopmentintheglobalandChinesehistory,literaturereferencetothebriefarticle.Secondly,asimpleanalysisofWal-Marti
7、nChina'sdevelopmentopportunitiesandchallenges,andoutlinesthemarketingstatusoftheWal-Mart.NextsummarizessomeoftheproblemsencounteredbyWal-MartintheprocessofexpansioninChinaandgivessomesolutions.Attheendofthearticle,theAuthorgivessomesuggestionstoChina'sretail
8、industry,hopeitcanbehelpful.关键词：沃尔玛SWOT营销策略零售业11前言2001年11月我国加入WTO，进一步扩大商业领域的对外开放，放宽开放的领域、数量和投资条件等方面的限制。在2004年12月11日中国的零售业，除少数例外产品，取消了对外商投资企业的数量、地域和股权比例限制，转入全面开放。中国的零售业市场已经由商品短缺的时代进入了绝大部分消费品供过于求的
