沃尔玛本土化战略对中国零售业的影响

摘要：改革开放三十几年来，我国经济迅速发展，零售业发展迅猛。外资零售企业的进入给我国零售业既带来了机遇，也带来了挑战。沃尔玛、家乐福等外资零售企业长期占据我国C-BPI榜单前列，华润等国有零售企业难以与之抗衡。同时，电子商务带来的全新消费模式对传统零售业也带来了前所未有的挑战。因此，深入探析并学习沃尔玛在中国的营销策略对我国整个零售业的发展具有重大意义。29668
    本文以沃尔玛外资零售企业作为研究对象,采用案例探析法，结合相关数据，首先对沃尔玛在中国的发展现状及其本土化道路进行分析，重点探析沃尔玛在华物流模式、电子商务变革及其自有品牌的发展，以期对中国本土零售业的转型发展之路上有所启示。本文一共分为五个部分：第一部分为引言，主要介绍研究背景，研究方法及研究意义。第二部分介绍沃尔玛的发展情况。第三部分介绍沃尔玛在我国的营销战略。第四部分主要是沃尔玛对我国零售业的启示。最后一部分为结论
毕业论文关键字：沃尔玛零售业供应链电子商务自有品牌
WAL-Mart’s localization marketing strategy to Chinese retail
Abstract: With the deepening of opening up and the increasingly fierce market competition, the foreign retail industry had a growing impact on China's retail industry. WAL-MART, Carrefour and other foreign retailers in China C-BPI have long occupied the top of the list; it is difficult for Huarun and other state-owned retail enterprises to contend with. At the same time, the new consumption mode of electronic commerce also brought a hitherto unknown challenge to the traditional retail industry. Therefore, it is of great importance to develop in-depth analysis and Study on the marketing strategy of WAL-MART Chinese in China in the retail industry as a whole.
This paper takes WAL-MART as the research object, using case analysis method, combined with the relevant data. Firstly, we analyze the development of WAL-MAT and the strategy. The concentration is on the development of logistics, e-commerce logistics mode and its own brand of inspiration, in order to give some advice to China retail industries’ restructuring and development. This paper is pided into six parts. First part is the introduction, mainly introduces the research background, the method and the significance. The second part introduces the development situation of WAL-MART. The third part introduces the mainly marketing strategy of WAL-MART in china. The fourth part is the significance of WAL-MART China's retail industry. And the last part is the conclusion.
Key words: Wal-Mart, retail industry, logistic, the own brand
目录
一、引言    1
   （一）研究背景    1
（二）文献综述    2
（三）研究的现实意义    3
二、沃尔玛零售业的发展现状    3
（一）沃尔玛在全球的发展情况    3
（二）沃尔玛在中国的发展    4
三、沃尔玛在中国的本土化战略分析    5
（一）供应链模式    5
（二）电子商务发展模式    8
（三）沃尔玛自有品牌策略    11
四、沃尔玛的本土化战略对中国零售业的启示    12
（一）中国零售行业的发展情况    12
（二）中国零售企业存在的问题    13
（三）中国零售企业的应对策略    14
五、结论    18
参考文献    19
一、    引言
（一）研究背景
随着我国改革开放的不断深入，我国国民收入不断增加，我国零售业得到了很大的发展。外国零售商如沃尔玛、家乐福等纷纷涌入中国，抢占中国零售市场。并且随着人们需求的不断升级，零售业形式多样化，便利店、连锁超市及大型购物广场也随之出现。沃尔玛本土化战略对中国零售业的影响:http://www.youerw.com/guanli/lunwen_25002.html