沃尔玛战略分析报告-战略管理.doc

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1、目录第一部分——愿景与使命2一、公司背景·························································3二、公司使命·························································3三、公司愿景·························································4四、公司目标·························································4第二部分——环境分析4一、宏观环境分析·····

2、················································5二、中观环境分析·····················································5第三部分——资源和能力分析5一、资源·····························································5二、能力·····························································8精品文档交流三、核心竞争力························

3、·······························9四、自身优劣势······················································10五、价值链分析······················································13第四部分——战略环节分析13一、过去及目前的竞争战略············································13二、业务层面战略····················································14三、

4、国际化战略······················································16四、公司层面战略····················································16第五部分——战略实施17一、内部控制报告评价················································17二、社会责任报告评价················································18第六部分——分析与建议19精品文档交流附录20*团队成员分工见附录第一部分——

5、愿景与使命一、公司背景沃尔玛公司（Wal-MartStores，Inc.）（NYSE：WMT）是一家美国的世界性连锁企业，以营业额计算为全球最大的公司，其控股人为沃尔顿家族。总部位于美国阿肯色州的本顿维尔。沃尔玛主要涉足零售业，是世界上雇员最多的企业，连续三年在美国《财富》杂志全球500强企业中居首。沃尔玛公司有8500家门店，分布于全球15个国家。沃尔玛在美国50个州和波多黎各运营，主要有沃尔玛购物广场、山姆会员店、沃尔玛商店、沃尔玛社区店等四种营业态式。沃尔玛提出“帮顾客节省每一分钱”的宗旨，实现了价格最便宜的承诺，沃尔玛还向顾客提供超一流服务的新享受。公司一贯坚持“服务胜人一

6、筹、员工与众不同”的原则。走进沃尔玛，顾客便可以亲身感受到宾至如归的周到服务。再次，沃尔玛推行“一站式”购物新概念。顾客可以在最短的时间内以最快的速度购齐所有需要的商品，正是这种快捷便利的购物方式吸引了现代消费者。此外，虽然沃尔玛为了降低成本，一再缩减广告方面的开支，但对各项公益事业的捐赠上，却不吝金钱、广为人善。有付出便有收获，沃尔玛在公益活动上大量的长期投入以及活动本身所具的独到创意，大大提高了品牌知名度，成功塑造了品牌在广大消费者心目中的卓越形象。最后，也是沃尔玛能超越西尔斯最关键的一个原因，是沃尔玛针对不同的目标消费者，采取不同的零售经营形式，分别占领高、低档市场。例如：针

7、对中层及中下层消费者的沃尔玛平价购物广场；只针对会员提供各项优惠及服务的山姆会员商店以及深受上层消费者欢迎的沃尔玛综合性百货商店等。★我们团队认为，没有一项产业会比零售业与我们的日常生活有更密切的关系，一位美国学者曾把零售业的使命形象地定义为"提高生活水准、传播幸福"，而沃尔玛(WAL-MART)正是这一行业中最璀璨的一颗明珠。沃尔玛的全球采购战略、配送系统、商品管理电子数据系统、天天平价战略在业界都是可圈可点的经典案例。在市场经济迅速发展的今天，沃尔玛作为美国零售业