The States Quo of Walmart and Challenges and Opportunities of Their Online Transformation in China Based on SWOT Analysis

DOI

10.2991/aebmr.k.210917.055How to use a DOI?

Keywords

Walmart’s Online Transformation, SWOT Analysis

Abstract

This study aims to analyze the opportunities and challenges that Wal-Mart has encountered in its online transformation in China and propose some practical suggestions based on Walmart’s current situation and our results. Questionnaires and comment analysis are the main methods used for data collection. A total of 110 valid questionnaires were received, and trends were analyzed through different age groups. There is a number of age-related shopping habits being found. The younger people pay more attention to product prices and shopping convenience, while older people pay almost no attention to imported products. Comment analysis obtains the attitude and evaluation of the Wal-Mart app by analyzing the frequently used words of consumers for the Wal-Mart shopping app. “Garbage” is the most frequently mentioned word by customers, which means that the customer experience of Wal-Mart’s online shopping app is very unoptimistic at this stage. Then, SWOT analysis is used for a detailed analyse of outside challenges of Chinese e-commerce and the internal situation of Walmart’s online shopping platform. Finally, we provide several marketing strategies based on strength-threat and opportunity-weakness, which could provide some practical suggestions of online transformation for Wal-Mart.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Ziqi He
AU  - Yi Ding
AU  - Wenxuan Liu
PY  - 2021
DA  - 2021/09/18
TI  - The States Quo of Walmart and Challenges and Opportunities of Their Online Transformation in China Based on SWOT Analysis
BT  - Proceedings of the 2021 International Conference on Financial Management and Economic Transition (FMET 2021)
PB  - Atlantis Press
SP  - 353
EP  - 359
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210917.055
DO  - 10.2991/aebmr.k.210917.055
ID  - He2021
ER  -