商务策略研究—论沃尔玛的营销策略学位论文.doc

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1、AbstractThesalesrevenueofWal-MartistheNo.1inmanyretailsupermarketsintheWorld.It’sdifficulttouseseveraldecadestodevelopfromasmallgrocerystoretotoday'sFortuneGlobal500.ButWal-Marthasdoneit.ThekeyofsuccessofWal-Martisthemarketingstrategy.ThisdissertationintroducestheWal-Mart’shi

2、storyandtheenterpriseculturefirstly,andthenexplainstheconceptofmarketingstrategy.ThenIamdiscussingthemarketingstrategyofWal-Mart.Here,Idividedintofourpartsdiscussing:productstrategy,pricestrategy,promotionstrategyandservicestrategy.ThelastpartisconcludedtheexperienceofWal-Mar

3、t–suitablemarketingstrategiescanhelptheenterprisesuccess.Keywords:Wal-Mart;marketing;marketingstrategy中文摘要在当今世界众多大型零售企业中，沃尔玛公司的销售额一直稳居第一。能够用短短的几十年把一家不起眼的杂货店发展成为世界五百强之首是不容易的，但是沃尔玛做到了这一点。沃尔玛的成功之处在于它的市场营销策略。本文先介绍沃尔玛的创立、发展及其长期形成的企业文化，接着阐释营销策略的基本概念，再着重地分析沃尔玛的营销策略。在这里，本文分为四部分进行阐述：产

4、品策略、价格策略、促销策略和服务策略。最后一部分是对沃尔玛的总结——只有制定适合的营销策略才能有助于企业迈向成功。关键词：沃尔玛超市；营销；营销策略1.IntroductionWal-MartStores,Inc.wasfoundedbyAmericanretaillegendSamWaltoninArkansasin1962.Foroverfortyyears,Wal-Martservesmorethan176millioncustomersperweek.Itistheworld’slargestprivateemployerandretai

5、lerwithover2millionassociatesworldwideandmorethan7,800storesin16countries.Wal-MartcametoChinain1996.ThefirstSupercenterandSAM'SCLUBwereopenedinShenzhen,GuangdongProvinceandtheheadquarterofglobalpurchasingcenterwassetupin2002.Today,thereare146unitsin89cities,including138Superc

6、enters,3SAM’SCLUBSand2NeighborhoodMarkets.Atthesametime,Wal-Martpurchases35%Equityand102storesofTrust-Mart.Wal-Martemploysover70,000associatesinChina.Wal-Martinsistsonthepurposeof“SavingMoney”andalwaysdoesthat.TheculturesofWal-Martwintheagreementofcustomersandtheirstaffs.They

7、treattheircustomersasthegodandgivethem“SmilingService”.Alsotheirstaffs’opinionsarerespected,becausetheybelievedtheirstaffscouldgivesomeadviceswhicharegoodfortheircompany.Andtheycalltheirstaffsas“partner”.ThemostimportantreasonwhyWal-Marthassogreatsuccessistheirsuccessfulmarke

8、tingstrategies.ThepricestrategyhelpWal-Martwinningalotofcustomerswho