Analysis on Wal-Mart Marketing Strategy 沃尔玛市场营销策略分析

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1、本科毕业论文(设计)题目：AnalysisonWal-MartMarketingStrategy沃尔玛市场营销策略分析学院：外语学院班级：姓名：__指导教师：职称：完成日期：年月_______日14AnalysisonWal-MartMarketingStrategyAbstract：Wal-Martisfamousasretailstore.Wal-Martservescustomersandmembersmorethan200milliontimesperweekatmorethan10,130retailu

2、nitsunder69differentbannersin27countries.Withsuchbigsuccess,themarketingstrategyofWal-Martmustbepracticalandeffective.ButWal-MarthasitsowntroublewhenenteringChinesemarket.HoweverthereisnotafamousChineseretailstorecanbecomparedtoWal-Mart.Consideringthedemandin

3、gofChinesepeople,Chinamustbethebiggestmarketintheworld.TostudyontheWal-MartmarketingstrategiessuggeststhathowcanChineseretailcompanygrowtointernationalenterprise.Hence,thisessaywillanalyzetheWal-Martmarketingstrategiesfromfiveaspects,includinglocation,adverti

4、sing,service,priceandChinesemarket.AndtheweaknessofWal-MartmarketingstrategyshouldbeconsideredbyChineseretailstores.Keywords:marketingstrategy;location;advertising;service;price;Chinesemarket14ContentsAbstract(English)……………………..……………………………………………………I1.Introduc

5、tion………………………………………………………………………..…(1)2.Analysisonmarketingstrategies……………………………………………………..(1)2.1locationselection……………………………………………………………………(1)2.1.1Startingfromthechaindevelopmentprogram…………………………………..(2)2.1.2Selectingtheeconomicallydevelopedtowns…………………………………

6、…(2)2.1.3Selectingtheplaceofurbanandruraljunction………………………………….(2)2.1.4Trafficconvenience……………………………………………………...………(2)2.1.5Visibility…………………………………………………………………………(2)2.1.6Applicability……………………………………………………………………..(3)2.2Advertisingstrategy………………………………………………………………

7、…(4)2.2.1Smalladvertisinginvestment…………………………………………………….(5)2.2.2Impressivebanners………………………………………………...…………….(5)2.2.3Tobedifferent……………………………………………………………….......(5)2.3Servicestrategy……………………………………………………………………..(6)2.3.1Customersatisfaction…………………………………………………………

8、…(6)2.3.2Threemeterssmiling…………………………………………………………….(6)2.3.3Customercomplaints…………………………………………………………….(7)2.3.4Distributionsystem………………………………………………………………(7)2.4Pricestrategy……………………………………………