Wal-mart-China-marketing-strategy-analysis--营销的报告.docx

WWal-mart China marketing strategy analysis题目：Wal-mart China marketing strategy analysis院（部）：Business School专业：Marketing班级：Accounting1556姓名：DongNing学号：201509201197指导教师：YueLijun完成日期：May 31, 2016Directory1.Executive Summar- 1 -2．Introduction- 3 -2.1 Purpose of the plan- 3 -2.2 Scope.- 4 -2.3 Methodology.- 5 -3. Situation Analysis- 6 -3.1 Market Analysis- 6 -3.2 Company summary- 10 -3.4 Environmental Analysis- 12 -3.4 Environmental Analysis- 13 -3.5 Customer Analysis- 16 -3.6 Competitors Analysis- 17 -3.7 SWOT Analysis- 19 -4. Marketing Objectives- 21 -5. Target Market- 22 -6. Proposed Marketing Strategy- 23 -6.1 the STP marketing strategy- 23 -6.2 marketing 4 p strategy- 24 -8. Conclusion- 27 -Executive SummarWal-mart is the worlds largest retailer, in the United States fortune magazine published in 2008 in the top 500 global ranking sixth topped, as of May 2009, wal-mart has opened more than 7800 stores in the whole world, total number of employees more than 200, ten thousand people, branch distribution in the United States, China, Japan and other 16 countries.First of all, using the SWOT analysis method to wal-mart in Chinas strengths, weaknesses, opportunities and challenges for analysis. Advantages: (1) has a perfect information system and efficient logistics distribution system and rich enterprise culture, and everyday low prices, high brand awareness. (2) disadvantages: Chinas transport, consumption habits and the very big difference, cant completely adapt to the Chinese market, etc. (3) : China to ease restrictions on foreign investment, Chinas rapid economic development, there is a huge potential market, etc. (4) challenges: the market competition is intense, the introduction of talent localization challenge, market sensitivity to be challenged, etc. Then, by using the theory of 4 ps analysis the wal-mart in China product strategy, price strategy, promotion strategy and channel strategy is duct strategy: buy a whole, to establish a global proc