Research on the strategy model of China's retailing enterprises in transnational marketing

In recent years, some large-sized retailing enterprises in China began to participate in oversea marketing. However, from their actual situations of oversea marketing, the results are not satisfactory. The paper firstly analyses the strategy conditions of China's retailing enterprises to participate to transnational marketing, and points out that some of China's large-sized retailing enterprises are eligible for transnational marketing. Then, the paper brings up the strategy model that includes the selection of strategy goal, the selection of objective markets, the selection of operation model and the selection of access model to objective markets. Finally, the paper brings up tactics for China's large-sized retailing enterprises in transnational marketing.