Research on Marketing Strategy of Traditional Retailers under the Background of Internet - A Case Study of Wal-Mart

Abstract

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. 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.