跨国零售企业在华发展策略及其启示——以沃尔玛公司为例

发布时间：2018-01-22 14:00

本文关键词： 营销创新战略管理模式　出处：《商业经济研究》2015年19期 　论文类型：期刊论文

【摘要】：随着世界经济的高速发展和全球化趋势的日益突出,营销和创新逐渐成为企业获得竞争优势的两大手段,其中营销又是继生产、销售之后,企业发展的第三大支柱和第二种利润源泉。对零售企业而言,其销售流程几乎贯穿了零售经营的全过程,即计划、执行与控制商品从产地到消费者的实际流通过程。本文主要研究国外跨国连锁零售商在华营销策略,进而汲取国外零售连锁企业发展的经验,客观地评价和正确地认识我国发展零售连锁企业的机会和挑战,提出加快发展我国零售企业的一些对策建议,充分地发掘国内零售企业的竞争优势。
[Abstract]:With the rapid development of the world economy and the increasingly prominent trend of globalization, marketing and innovation have gradually become two major means for enterprises to gain competitive advantage, among which marketing is after production and sales. The third pillar of enterprise development and the second source of profit. To the retail enterprise, its sales process almost runs through the whole process of retail operation, namely the plan. This paper mainly studies the marketing strategies of foreign transnational chain retailers in China, and then draws on the experience of the development of foreign retail chain enterprises. This paper objectively evaluates and correctly understands the opportunities and challenges of developing retail chain enterprises in China, and puts forward some countermeasures and suggestions for speeding up the development of retail enterprises in China, so as to fully explore the competitive advantages of domestic retail enterprises.
【作者单位】：西安交通大学电子与信息工程学院;
【分类号】：F713
【正文快照】： 目前我国零售业的经营状况(一)总体规模小,市场集中度低目前,国内零售业市场集中度只有10%,而欧美国家则高达60%左右,日本为50%,美国前100强零售企业零售额占整个市场份额的84%。世界上最大的跨国零售企业集团沃尔玛公司2014年销售额同比增长了1.7%,达到4762.94亿美元,几乎与

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