Hong Jin, Haiyan Wang, Seong-Taek Park, Young-Ki Kim, Vol. 2, No. 3, pp. 27-32, Sep. 2018
10.22662/IJEMR.2018.2.3.027, Full Text:
Keywords: Internet, traditional retail, retail, marketing strategy

Abstract

Background/Objectives: With the rapid development of e-commerce in China, the performance of retail companies that used to operate physical stores was significantly affected. Many companies began to seek transformation, but the results were minimal. Wal-Mart, once a giant in the traditional retail industry, has also been hit by the Internet, showing a decline in performance and closure of a large number of stores. In order to cope with the impact of the Internet, Wal-Mart has implemented a series of marketing strategies in the Chinese market in the past two years and achieved remarkable results, attracting widespread attention from the industry. Methods/Statistical analysis: The offline marketing experience of the employees of traditional retail enterprises is very rich, but the middle and high managers are generally too old, lack knowledge of the Internet, and are old-fashioned and conservative. Enterprises should pay attention to the management of network channels, ensure the consistency of online and offline products in terms of product quality, provide the same quality after-sales service for online and offline products, and provide products of the same quality at a more affordable price. Findings: With the popularity of mobile Internet, online shopping has become more convenient, which has also promoted the rapid development of mobile payment and logistics industry. As the related industries of e-commerce become more and more perfect, the scale effect becomes more and more obvious, and online retail has an unstoppable momentum. Improvements/Applications: Therefore, this article will focus on the marketing strategy of Wal-Mart in China under the background of the Internet, summarize the experience of how physical retailers responds to e-commerce shocks, and provide practical implications for the transformation of traditional retailers.

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