沃尔玛中国营销策略

广东工业大学

华立学院

本科毕业设计（论文）

沃尔玛中国营销策略研究

系 部 管理学部

专 业 市场营销

年级班别 06市营2班

学 号 15010602048

学生姓名 方小娟

指导教师 刘聘聘

2010年5月

摘 要

零售业是指通过买卖形式将工农业生产者生产的产品直接售给居民作为生活消费用或售给社会集团供公共消费用的商品销售行业。从行业的生产要素来看，零售行业是典型的劳动力密集型和资金密集型行业。而且，随着零售业发展水平的提高，行业生产要素逐渐由典型的劳动密集向典型的资金密集转移。

零售业有若干区别于其它行业的特征。主要的三大特征分别是：零售商平均每笔销售量比制造商少得多；最终消费者常常无计划购买，而旨在再售货制造产品或开展经营而购买的购物者更有计划性，他们事先已安排了采购计划；多数零售顾客一定会受商店位置的吸引前去购物，而推销员通常要拜访制造商、批发商和其它公司，发掘交易机会，最终达成交易。

本文对沃尔玛在中国的发展进行了概括性的综述，着重地讲述了沃尔玛中国市场的企业战略，分别从沃尔玛的4P策略、运营策略、企业文化各个方面详细地阐述了沃尔玛在中国的发展。通过对沃尔玛在中国发展的历程的分析找出其现在存在的问题以及提出见解，也反应了沃尔玛对中国零售业发展的启示。

关键词：零售业，沃尔玛，4Ps，企业战略、SWOT分析

Abstract

Retail business is in the form of industrial and agricultural producers of products will be directly on the residents living in a spending on social group or public expenditure for the sales of commodities from industry. factors, the retail industry is typical of a labour intensive and capital intensive industries. furthermore, the retail level, the development of industrial production factors are the typical labour-intensive to a transfer of funds.

Retail there are several different from other industries. the main features of the three main features were ： retailers the average of sale is much less than manufacturers ； the customers are often no plan to buy and sell more goods or conduct business and manufacture of shoppers buy more planning, they have arranged for procurement； more customers would be sold by the shop to place attracted to shopping, and the salesman will usually call on manufacturers, wholesalers and other firms explore business opportunities, Eventually strike a bargain.

Of wal-mart's development in china have broad review, the company of china market strategy, in reviewing the 4p strategies, tactics and cultural aspects in detail of the company's development in china. the company in china's development process of analysis to find out the present problem, as well as its view, the chinese retail the company to develop insights.

Key words：Retail, wal-mart ,4ps, enterprises strategy, swot analysis

目 录

第1章 导论

1.1 研究背景和意义 .......................................................................................................... 1

1.2 研究内容 ...................................................................................................................... 1

1.3 研究的方法 .................................................................................................................. 1

第2章 营销环境分析

2.1 中国零售业的发展 ...................................................................................................... 3

2.2 沃尔玛在中国的环境分析 .......................................................................................... 3

2.2.1 沃尔玛中国发展 ................................................................................................ 3

2.2.2 沃尔玛中国SWOT分析 ................................................................................... 4

第3章 沃尔玛的企业文化

3.1 沃尔玛的经营理念 ...................................................................................................... 7

3.1.1 天天特价 ............................................................................................................ 7

3.1.2 顾客第一 ............................................................................................................ 7

3.1.3 数字化经营 ........................................................................................................ 8

3.2 沃尔玛的经营原则 ...................................................................................................... 8

3.2.1 尊重个人、以人为本 ........................................................................................ 8

3.2.2 日落原则 ............................................................................................................ 8

3.2.3 比满意更满意原则 ............................................................................................ 9

3.2.4 尊重个人、以人为本 ........................................................................................ 9

3.2.5 十步服务原则 .................................................................................................... 9

第4章 沃尔玛中国本土4P策略

4.1 产品策略 ................................................................................................................. 1010

4.1.1 综合分类 ........................................................................................................... 10

4.1.2 销售作用分类 ................................................................................................... 10

4.2 价格策略 .................................................................................................................... 11

4.2.1 沃尔玛的定价方法 ........................................................................................... 11

4.2.2 沃尔玛的新店价格策略 ................................................................................... 12

4.2.3 沃尔玛的竞争价格策略 ................................................................................... 12