1、沃尔玛营销策略分析 I 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。它开创了“渠 道为王”的时代，是零售行业当之无愧的领袖。沃尔玛之所以能够创造出如此辉煌的成绩 得益于它遍及全球的庞大销售网络，文章将分析它从一家名不见经传的乡村小店一步步扩 张最终成为世界零售大鳄的过程，以及向海外市场扩张中的经验教训。 本文运用企业发展、品牌定位，对沃尔玛的发展历程及营销策略进行分析和探讨，以 及对该企业未来的发展做出预见，并对国内类似的传统超市零售企业今后发展提供借鉴。 本文分为四个部分。 第一部分背景分析。这一部分主要概述中国超市零售行业及企业发展情况，描述中国 超市零售行业存在
2、问题及未来发展趋势，对企业的竞争状况及未来的发展做出基本分析。 以及对沃尔玛的成长历程做出描述。 第二部分沃尔玛的战略环境分析。这一部分主要描述沃尔玛面临的行业环境及一般环 境。 第三部分沃尔玛的营销策略分析。这一部分主要对企业营销策略进行回顾，对其营销 策略进行分析，探讨其未来的营销策略。 第四部分沃尔玛的营销实践对国内传统超市零售企业的启示。以沃尔玛为例，对国内 传统超市零售企业的营销策略提出几点建议。 关键词 营销策略品牌, 沃尔玛, 折扣百货店, 小镇战略 II Abstract In todays world many large retailers, sales of Wal-Ma
3、rt has consistently ranked inthe first .It pioneered the era of the “channel“ is a worthy leader of the retail industry. Wal-Mart has been able to create such brilliant results thanks to the extensive sales network throughout the world .The article will analyze the process of the World Retail predat
4、ors eventually become a step-by-step expansion from an unknown village shop and experiencethe lesson to the expansion of overseas markets. In this paper, business development, brand positioning, to analyze and discuss the course of development and marketing strategies of Wal-Mart, as well as tofores
5、ee the future development of enterprises to make, and similar to thetraditional grocery retailing companies in the future development to provide a reference. This article is divided into four parts. The first part of the background . This section focuses on an overview of the Chinese retailing indus
6、try and enterprise development, describing the Chinese department store retail problems and future development trends, to make a basicanalysis on the companys competitive position and future development. As well asa description of the process of growth of Wal-Mart. The second part of the Wal-Marts strategic environment. This section describesthe industry environment and the general environment for Wal-Mart. The third part of the Wal-Marts marketing strategy. This part of the corporate
