商务策略研究—论沃尔玛的营销策略 毕业论文.doc

Abstract The sales revenue of Wal-Mart is the No.1 in many retail supermarkets in the World. It’s difficult to use several decades to develop from a small grocery store to todays Fortune Global 500. But Wal-Mart has done it. The key of success of Wal-Mart is the marketing strategy. This dissertation introduces the Wal-Mart’s history and the enterprise culture firstly, and then explains the concept of marketing strategy. Then I am discussing the marketing strategy of Wal-Mart. Here, I divided into four parts discussing: product strategy, price strategy, promotion strategy and service strategy. The last part is concluded the experience of Wal-Mart – suitable marketing strategies can help the enterprise success. Key words: Wal-Mart; marketing; marketing strategy 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 Introduction Wal-Mart Stores, Inc. was founded by American retail legend Sam Walton in Arkansas in 1962. For over forty years, Wal-Mart serves more than 176 million customers per week. It is the world’s largest private employer and retailer with over 2 million associates worldwide and more than 7,800 stores in 16 countries. Wal-Mart came to China in 1996. The first Supercenter and SAMS CLUB were opened in Shenzhen, Guangdong Province and the headquarter of global purchasing center was set up in 2002. Today, there are 146 units in 89 cities, including 138 Supercenters, 3 SAM’S CLUBS and 2 Neighborhood Markets. At the same time, Wal-Mart purchases 35% Equity and 102 stores of Trust-Mart. Wal-Mart employs over 70,000 associates in China. Wal-Mart insists on the purpose of “Saving Money” and always does that. The cultures of Wal-Mart win the agreement of customers and their staffs. They treat their customers as the god and give them “Smiling Service”. Also their st