沃尔玛的市场营销策略分析

在当今世界众多大型零售企业中，沃尔玛公司的销售额一直遥遥领先，它开创了“渠道为王”的时代，是零售行业当之无愧的领袖。沃尔玛之所以能够创造出如此辉煌的成绩得益于它遍布全球的庞大销售网络。本文通过对企业发展﹑品牌定位、营销策略等方面对沃尔玛的发展历程及营销方式进行分析和探究，以及对该企业的发展做出预见，与此同时对国内的传统超市零售企业的发展提供借鉴。

关键词：沃尔玛，营销策略，品牌定位，启示

Abstract

In today’s word, the sales of Wal-Mart have consistently been ranked in the first place. It is a worthy leader of the retail industry. The reason why Wal-Mart has been able to create such brilliant results lies in its extensive sales network throughout the world. In this article, I focus on the business development and brand positioning to analyze and discuss the course the development and marketing strategies of Wal-Mart I also intend to foresee the future development of the enterprises and provide some suggestions to the development of the traditional grocer retailing companies in the future.

Key Words: marketing, marketing strategy, brand positioning, enlightenment

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