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1、沃尔玛发展战略Wal-mart'scompetitivestrategyLogoiswal~mart，sstrategy:everydaylowprice,widerangeofcommoditieschoice,alargerproportionoffamousbrandgoods,makecustomersfeelfriendlyandsweetshopenvironment,lowoperatingcost,themarketofnewgeographymeaningofwell-trainede
2、xpansion,innovativemarketing,andgoodafter-salesserviceguarantee・Outsideeverywal-martstore,themessageis"foreverlow,forever!Wal-martalsoindoctrinatedhiscustomerswiththeideathat〃wewillreacttocompetitorswhoadvertiseinthearea・"Soitcreatesitsownimageoflowprice
3、s・Wal~mart，smainproductsseriesinclude:householdgoods,electricalappliances,sportsgoods,usedforlawnandgardenequipment,fitnessandfitnessequipmentandequipment,homefashionproducts,paint,coatings,beddingandbathproducts,metalproducts,householdrepairequipment,to
4、ysandgames,software,andsundrygoods.By2001,wal-martstoreshadgrownfrom40,000squarefeetto180,000squarefeet,withanaverageof84,000squarefeet・Roughlyeachstore，sstructureisconsistent,theshopofthelightisbright,cheerfulatmosphere,freshair,andthewidechannel,inthes
5、hopandattractiveofthemostpopulargoodsondisplay.Theshop，semployeesarefriendlyandhelpful,andtheirgoalistomakeeveryshopperfeelgoodandhappy.In2003,wal-martannouncedplanstoreplace100ofitsstandardfastfoodrestaurants,replacingthemwithMcDonald，sfranchisees・Theco
6、nsciousnessofcostsavingsthroughallaspectsofthewal-martbusiness-fromtheshopconstruction,providelow-coststorageproductstothesuppliertowal-mart,throughthedistributionsystemofhighspeedforeachstoreanddistributionofgoods,keepingwal-martthecostadvantage.Andwal-
7、mart，scostofsavingshasbeentransferredtoitscustomersintheformoflowerretailprices・AcompetitiveenvironmentDiscountretailingisacompetitiveindustry.Wal-mart，stworecentcontendersarekmartandsears,threecompanieshaveasimilarstrategy,andhavesimilargrowthprocess,bu
8、tinthe1980s,wal-mart，sgrowthrateisfarfasterthanthekmartandsears・In2000,searslaggedbehindbecauseofitsslowgrowth,andwalmartrosetothetopoftheindustry.Wal-martbegantopushforadailylowpricestrategy,andmarketedbrandedgoodsacrossi
