Localization Strategies of Transnational Retailers in China

A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF ARTS

By Wang Yue (王玥)

Supervised by Prof. Yang Zuxian (杨祖宪)

Southern Yangtze University, Wuxi, Jiangsu, China

June, 2006

Contents Acknowledgements----------------------------------------------------------------------------------------i Abstract & Key Words-----------------------------------------------------------------------------------ii 1. Introduction---------------------------------------------------------------------------------------------1 1.1The Problem and the Study Objective----------------------------------------------------------1 1.2 Current Study-------------------------------------------------------------------------------------1 2. Localization----------- ---------------------------------------------------------------------------------3 2.1 The Definition of Localization ----------------------------------------------------------------3 2.2 The Importance of Localization Strategy to Transnational Retailing---------------------3 2.3 Three Layers of Localization for Transnational Retailing----------------------------------4 3. Retail Transnational in China------------------------------------------------------------------------7 3.1 The Status Quo of Chinese Retail Environment --------------------------------------------7 3.2 Opportunity and Threat Analysis --------------------------------------------------------------8 4. Localizing Strategies in China Based on 3 Layers-----------------------------------------------12 4.1 Localizing the Strength -----------------------------------------------------------------------13 4.2 Localizing Marketing Mix (4Ps)