Research on Carrefour China marketing strategy for the new retail era

Luo, Qingyun (A.A. 2020/2021) Research on Carrefour China marketing strategy for the new retail era. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 72. [Master's Degree Thesis]

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Research background, purpose, and significance. Literature review. Research contents and methodology. Research innovation and technical process. Theoretical framework. The new retail. The marketing strategy and found. Retail business environment analysis. Global retail business environment. Chinese retail market business environment and innovation. Carrefour China development background, marketing environment, customer analysis, marketing strategy, and problem identification. Carrefour China development background. Carrefour China internal marketing environment. Carrefour China customer analysis. Carrefour China marketing strategy under new retail format. Identification of Carrefour China problems. Marketing strategy plan for Carrefour China under new retail format. Rebuild "people-goods-place" scheme. Design customer-centric shopping experience to meet consumers' needs. Supportive measures.


Bibliografia: pp. 50-52.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Advanced marketing management
Thesis Supervisor: Mazzù, Marco Francesco
Thesis Co-Supervisor: Querci, Ilaria
Academic Year: 2020/2021
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 17 Dec 2021 11:15
Last Modified: 17 Dec 2021 11:15


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