毕业论文陈雪姣.doc

沃尔玛在中国市场的营销策略 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。为业内人士所，尤其是其强大的营销策略使得任何一个竞争对手都不敢懈怠半分。沃尔玛进入中国十几年来，相对保守的经营风格使其与美国本土相似的增长速度，经营业绩也只能用平庸来形容，但是凭借其强大的财力支持，现代化的技术支撑，多年的中国市场营销经验的积累，沃尔玛在中国零售业市场迅速走强，抢夺内资零售业市场份额本文通过对沃尔玛，对其中国市场营销进行，进而分析其在中国的市场营销策略，沃尔玛?大型连锁超市?营销策略?Wal-Mart? Large supermarket chain? Marketing strategy 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. Wal-mart is the world leader and successful model in retailing, its development and successful model and successful experiences for industry insiders by the great relish, especially its powerful Marketing strategy makes any competitors to wal-mart does not dare to idle half points. Wal-mart into China for over ten years, although its relatively conservative Management style make it didnt acquire with native American similar growth rate and business performance also can use mediocrity to describe, but with its powerful financial support, modern technical support, years of China marketing experience, wal-mart retail market in China quickly going strong, rob domestic retail market share is not difficult. Based on the introduction of the wal-mart China marketing, the SWOT analysis in China, and then analyzes its marketing strategies, and finally the for retail enterprises in our countrys development and internationalization to provide some beneficial experience. 引言 超市零售业是商业的重要组成部分，是一国经济发展的晴雨表，它的销售额和从业人数是促进经济发展的重要因素，其发展趋势通常能反映一个国家总体的经济走向。其中，超市零售也是近年来中国发展最快、最具生气的行业之一，但中国目前的超市零售业仍处于起步发展阶段。 随着中国入世和零售业的全面开放,许多外资企业纷纷进入中国市场,他们凭借先进的经营管理水平,强大的采购能力, 物流配送系统和高度的信息管理水平,占取了一定的市场份额。外资零售企业进入中国市场,给正在发展中的中国零售企业带来了巨大的挑战。因此分析进驻中国的外资企业的发展特点并借鉴其先进经验，对于促进中国超市零售业的发展具有重要意义。本文将对进驻中国市场的外资企业进行环境分析，探究其成功的营销策略，为中国连锁零售业的发展壮大提供引玉之砖。 沃尔玛全球概况 沃尔玛百货有限公司由美国零售业的传奇人物山姆·沃尔顿先生于1962年在阿肯色州成立。经过将近五十年的发展，沃尔玛公司已经成为美国最大的私人雇主和世界最大的连锁零售企业，多次荣登《财富》杂志世界500强榜首及当选最具价值品