沃尔玛在中国的本土化营销策略研究.docx

沃尔玛在中国的本土化营销策略研究.docx

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沃尔玛在中国的本土化营销策略研究

UndergraduateThesis

TheStudyOfWal-Mart’MarketingStrategyinChina

YangLan

Supervisor:

ChenCai

Major:

BusinessEnglish

StudentNumber:

20104385

SchoolofForeignLanguagesandCultures

SouthwestUniversityofScienceandTechnology

February,2014

本科生毕业论文

沃尔玛在中国的本土化营销策略研究

杨兰

******

专业名称：

商务英语

学号：

********

西南科技大学外国语学院

2014年2月

Abstract

Withtherapiddevelopmentofmarketeconomy,thesupermarkethasbecomethepreferredshoppingsites.Soallkindsofsupermarketchainbegantoappearinourlife,however,accordingtotheworld'slargestretailerWal-mart’sresultsin2001,itisverylikelymorethanAmericanoilgiantExxon,onthethroneoftheworld'slargestcompaniesofthetop500.AccordingtoAFP,Wal-martis45yearsoldandnowhas4150storesintheworld,theincomeofmorethan$220billioninfiscal2001.Inthepast20years,Wal-martisexpandingby20%ayear,itsbusinessisalsoexpandingrapidly.Wal-martinsuchfiercecompetitionenvironmentcanalwaysmaintaintheindustrygiants,andletotherthanashoppingcentercandonothingaboutit.WhatmarketingstrategycanmakeWal-martoccupyaconsiderableshareintheglobalmarket?

TherealsoaresomefamousretailcommercialenterprisesintheChinesemarket,suchasCarrefour,Lotusandotherforeigncapitalretailbusinesscompanies,China'smarketalreadyhasbeenbecomesofierce.Facedwithsuchcompetitioninthemarket,whatkindofmarketingstrategyWal-martistakinginChina?

HowistheirmarketingconceptandmarketingmodeltorealizethelocalizationinChina?

ThisarticleappearsonthebasisofrelevanttheoriesofmarketingstrategyandtheresearchoftheWal-martinChinatofindoutWal-martmarketsegmentation,marketpositioning,productstrategy,promotionstrategy,channelmanagementandtheadvantageofthepublicitystrategy.

KeyWords:

Wal-Mart,MarketingStrategy,China

摘要

随着市场经济的迅速发展，超市开始成为人们购物首选的场所。

因此随之而来各种连锁超市开始出现在我们生活中，然而全球第一大零售商沃尔玛2001年业绩喜人，非常有可能超过美国石油巨擘埃克森石油公司，荣登世界第一大公司的宝座（500强第一）。

据法新社报道，拥有45年历史的沃尔玛如今在全球拥有4150家连锁店，其2001财政年度的收入超过了2200亿美元。

在过去的20年中，沃尔玛以每年20%的增长速度膨胀，业务迅速扩张。

沃尔玛在如此激烈竞争的环境中始终可以保持此行业的巨头，让其他的购物中心望尘莫及，这与其精明的营销策略密不可分。

到底是怎样的营销策略能让沃尔玛在全球都能占领相当大份额的市场呢？

在中国市场还存在一些知名商业零售企业,如家乐福、易初莲花等外资零售商业大鳄,中国市场竞争己呈现出白热化的格局。

面对如此激烈的市场竞争,沃尔玛是采取了什么样的营销策略而在中国立足的?

其营销理念、销售模式是如何实现中国本土化的呢?

本文就是在市场营销相关理论的基础上，通过对沃尔玛在中国的研究找出沃尔玛市场细分、市场定位、产品策略、渠道管理、促销策略和宣传策略中的优势。

关键词：

沃尔玛，营销策略，中国

TableofContents

I.Foreword

Retailisreferstoakindofindustrythatprovidestherequiredgoodsandrelatedservicestothefinalconsumer（includingindividualandsocialgroup）.Itisoneoftheoldestindustriesofacountry.Itisalsooneofthemostimportantindustryofacountry,anditisalsoabarometerofacountry’seconomicoperationsituation.Retailformatrefersthattheretailenterprisesinformofdifferentkindsofbusinesstomeetdifferentconsumer’sdemand.Theclassificationofretailingformsismainlybasedonretail’slocation,size,targetcustomers,productstructure,facilities,modeofoperationoftheshop,andtheservicefunction,etc.

ThedevelopmentoftheretailindustrycanbetracedbacktothebirthofthedepartmentstoresinthemidNineteenthCentury.Itisalsoknownas"thefirstretailrevolution",hasbeen150yearsofhistory.Inthemeantime,retailtradehasremainedconstantinnovation,emergingretailorganizationalformsappear.Fromtheviewoftheworld,traditionaldepartmentstoresaregraduallylostitsglory,andchainsupermarketsandmallsandotherformatsarereallystartingtooccupydominateposition.Atpresent,therehavebeenmorethan50retailenterprisesintotheworld500strong”,andmainlyofthemaresupermarketandhypermarketchainsetc.

Westerndevelopedcountry'sretailindustryisdevelopingandreformingformanyyears,thetraditionalretailmodelisfacingmoreandmorechallenges,anditisreplacedbychainoperationmode,especiallyinternationalchainbusinessisbecomingthedominantmodeofoperationrapidly.Asthecurrentworldretailtopretailers,suchasUSAWAL-MART,CarrefourofFrance,ROYALAHOLDsupermarketsinHolland,Germany'smetro,Japan'sIto-Yokado,withoutexception,allofthemaretorelyonchainoperationmodedevelopingrapidly,andbecometheinternationalretail’sleader.large-scaleretailenterpriseswiththedevelopmentmodelofchainbusinessaremainlyrelyonitsuniquebrandadvantageandadvancedmanagementmodetoattractsomesmallretailenterprisesjointhem,achievingtheintegrationandreorganizationofthecommercialresourcesrapidly,toenhancetheircompetitivenessandtheabilitytoresistrisks.Lookingatthedevelopmentoftheretailindustryinrecentyears,wecanseeacleartrendisthecontrollingabilityofretailbusinesstomarketisenhancedslightly.Andthemostpopularwaysofshopping,suchase-commerce,onlineshoppin