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1、WWal-martChinamarketingstrategyanalysis题目：Wal-martChinamarketingstrategyanalysis院（部）：BusinessSchool专业：Marketing班级：Accounting1556姓名：DongNing学号：201509201197指导教师：YueLijun完成日期：May31,2016Directory1.ExecutiveSummar-1-2．Introduction-3-2.1Purposeoftheplan-3-2.2Scope.-4-2.3Methodology.-5-3.
2、SituationAnalysis-6-3.1MarketAnalysis-6-3.2Companysummary-10-3.4EnvironmentalAnalysis-12-3.4EnvironmentalAnalysis-13-3.5CustomerAnalysis-16-3.6CompetitorsAnalysis-17-3.7SWOTAnalysis-19-4.MarketingObjectives-21-5.TargetMarket-22-6.ProposedMarketingStrategy-23-6.1theSTPmarketingstrat
3、egy-23-6.2marketing4pstrategy-24-8.Conclusion-27-1.ExecutiveSummarWal-martistheworld'slargestretailer,intheUnitedStates"fortune"magazinepublishedin2008inthetop500globalrankingsixthtopped,asofMay2009,wal-marthasopenedmorethan7800storesinthewholeworld,totalnumberofemployeesmorethan20
4、0,tenthousandpeople,branchdistributionintheUnitedStates,China,Japanandother16countries.Firstofall,usingtheSWOTanalysismethodtowal-martinChina'sstrengths,weaknesses,opportunitiesandchallengesforanalysis.Advantages:(1)hasaperfectinformationsystemandefficientlogisticsdistributionsyste
5、mandrichenterpriseculture,andeverydaylowprices,highbrandawareness.(2)disadvantages:China'stransport,consumptionhabitsandtheverybigdifference,can'tcompletelyadapttotheChinesemarket,etc.(3):Chinatoeaserestrictionsonforeigninvestment,China'srapideconomicdevelopment,thereisahugepotenti
6、almarket,etc.(4)challenges:themarketcompetitionisintense,theintroductionoftalentlocalizationchallenge,marketsensitivitytobechallenged,etc.Then,byusingthetheoryof4psanalysisthewal-martinChinaproductstrategy,pricestrategy,promotionstrategyandchannelstrategyisanalyzed.(1)productstrate
7、gy:"buyawhole",toestablishaglobalprocurementnetwork,implementlocalizationstrategy,payattentiontoproductdisplay,withexcellentqualityandreasonableprice,everydayparity,etc.(2)thepricestrategy:marketinggifts,specialpromotions,stimulateconsumerpurchasingdesire,thusimprovethecommoditytur
8、nover.(3)thepromotionstrat
