沃尔玛的营销成功之道及其对中国零售业的启示_英语论文.doc

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Abstract:Wal-Mart opened the first discount stores in 1962. After a short period’s developing it has grown to the largest private employers in the United States and the world's largest chain of retail enterprises. That is a miracle in retail industry becourse of that it has such a rapid development. 

   In this thesis, I have a briefly overview of the Wal-Mart in the beginning; Moreover, I analyse Wal-Mart's marketing intelligence through the Wal-Mart's marketing strategies, such as product strategy, price strategy, place strategy and promotion strategy. And then embody the Wal-Mart’s attention of purpose of the marketing----“customer is the first” through the "four principles". At last, the thesis comes to a summary, and extract the revelation for the Chinese retail enterprises in the marketing.

Key words: Wal-Mart; marketing strategy; customer; retail industry

 

摘要:沃尔玛公司自从1962年第一间沃尔玛折扣店创立起,经过短短四十多年的发展,就已经成为美国最大的私人雇主和世界上最大的连锁零售企业。它在几十年中有如此迅猛的发展,不得不说是零售业的一个奇迹。

   本文首先简单介绍了沃尔玛的概况,再从营销策略方面下手,通过沃尔玛的产品策略、价格策略、渠道策略(来源及分销)、促销策略,对沃尔玛的营销智慧进行分析,然后通过“四个原则”体现沃尔玛对“顾客第一”这个营销宗旨的重视,从而进行归纳总结,并从中提炼出对中国零售企业在营销方面的启示。

关键词:沃尔玛;营销策略;顾客;零售业

论文资料贡献者对本文的描述:Sam had a passion to compete and an appetite for adventure. He realized that Wal-Mart needed to do more than offer low prices to be successful - it also had to exceed customers' expectations for quality service. Sam devoted his life to expan......
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