【作者】 张玉梅；

【导师】 卢艳秋；

【作者基本信息】 吉林大学 ， 工商管理， 2006， 硕士

【摘要】 1962年成立在美国西部小镇的沃尔玛百货公司,现在已经成长为世界五百强之首。沃尔玛于1995年进入中国,在深圳成立沃尔玛中国集团总部,并于1996年8月在深圳开设了中国第一家店铺,开始了沃尔玛中国的发展历程。迄今为止,沃尔玛已经在中国28个城市开设了56家商场,其中沃尔玛购物广场51家,山姆会员店3家,沃尔玛社区店2家,拥有员工2.3万人。但相较家乐福而言,沃尔玛中国不仅发展速度缓慢,而且销售业绩也相当落后。尽管在中国市场上经营状况不很理想,但并没有影响它在世界零售业当中的霸主地位。沃尔玛要想在中国取得长足进展,必须深入研究中国国情、消费习惯、消费心理。本文以沃尔玛购物广场沈阳鹏利分店为例,具体研究它的市场竞争策略。沃尔玛购物广场沈阳鹏利分店是沃尔玛在沈阳的第一家店,于2001年9月20日正式营业,经营业绩始终维持在1.6-1.8亿之间,比较平稳,虽然没有大的攀升,但也没有大的回落。本文通过对沃尔玛沈阳鹏利分店自身状况的分析以及竞争对手、消费群体、营销手段、消费品供应链等竞争因素的详细分析,使我们对沃尔玛沈阳鹏利分店的经营状况有一个总体了解。通过沃尔玛购物广场沈阳鹏利分店的历年销售势态和各种竞争因素的详细分析,根据沃尔玛“天天平价”的经营策略、“顾客才是真正的老板”的服务理念,制定出符合本企业发展的市场营销策略。更多还原

【Abstract】 1、PROLEGOMENONAccompanied by the introduction of China’s reform and opening up policy, more and more foreign retailers to enter the China market, China has become the world’s largest competition of large business groups stage.Walmart in 1995, formally entered the Chinese mainland, established in Shenzhen China Group Walmart headquarters. Also in Shenzhen in the following year opened the first home Walmart shopping plaza and the first Sam Member shops began to open up the Chinese market history. However Walmart in China does not operate as anticipated Walmart USA Group Headquarters optimistic. Confronted with the powerful Chinese consumer culture, Walmart of the American experience must be appropriate adjustments; Although China and the prospects for the retail market, but the market in different regions, the existence of consumption, shopping habits, the great different business environment, creating a clear difference of the retail market structure, so that large chain retailers operating in the inter-regional, standardized operation mode challenges, the need for more change. Therefore, the fundamental strategy Walmart ( "daily parity" business strategy, "the customer is the real boss" services strategy) unchanged circumstances, should be based on China’s national conditions and national characteristics, consumption habits develop appropriate marketing strategies.2、THE BIGGEST IN CHINA’S CURRENT SITUATION AND MARKET CONDITIONSIn recent years, China’s reform and opening up policy guidelines, stability and development in the emerging middle class gradually rising, the commercial retail market has become increasingly active. But the biggest sales performance in China is not ideal. Chain operating in China released by the Society for the "2004 China 100 strongest chain enterprises", Walmart to 7.63 billion yuan in China sales ranked No. 20, 2003 compared with three downturn, sales are old opponent sets up 16.24 billion yuan. And the mediocre performance in our contrast is that the U.S. "Fortune" magazine recently published 2005 annual ranking of the top 500 global wealth, Walmart 2004 annual revenue to 288.189 billion U.S. dollars, reelected top. Obviously, the biggest in the country with its performance in the global market dominant position seriously inconsistent. All models use SWOT analysis Walmart更多还原