沃尔玛的零售学_精品.docVIP

【毕业论文】沃尔玛的零售学 er, wal-marts sales have firmly held the first. It has opened channels for the king age, is worthy of the retail industry leader. Wal-mart are able to create such a brilliant achievements benefit from it over the huge sales network, according to the wal-mart global marketing strategy, in conjunction with the relevant retail theory, according to the specific operation wal-mart was investigated and analyzed. Through to the wal-mart supermarket of the marketing strategy, analyzes wal-mart supermarket marketing success and its disadvantages, find out the deficiency and put forward some countermeasures, so that in Chinese retail enterprise and learn from it. [key words]： Wal-mart supply; Chain expansion ;Strategy merger; Town experience; Enlightenment 目 录 中文摘要 . 英文摘要 一、绪 论 1 二、沃尔玛的零售业态 1 三、沃尔玛的竞争战略分析 2 （一）业务层战略 2 （二）公司层战略 ...........................................................................................................3 四、沃尔玛的扩张战略分析 ....................................................................................................4 （一）扩张政策 ...........................................................................................................4 （二）扩张战略中的风险规避 4 五、沃尔玛的管理战分析.............................................................................................................5 （一）本土化策略 5 （二）“4R”策略 6 六、沃尔玛存在的问题及应对策略 8 （一）沃尔玛营销管理中出现的问题..................................................................................8 （二）改善沃尔玛营销管理中问题的对策..........................................................................11 七、沃尔玛对零售商的启示......................................................................................................13 （一）建立优秀的成本管理机制........................................................................................13 （二）建立科学的供应链....................................................................................................14 （三）建立现代化的物流配置体系.....................................................................................1