沃尔玛（中国）公司形象与商业发展关系研究

发布时间：2018-11-07 21:04

【摘要】： 在全球经济快速发展的背景下,零售企业之间的竞争越来越激烈,不再只是产品,技术,渠道,价格等的竞争,更是以全球产品大面积流动和渗透为标志的企业形象对撞。良好的企业形象不仅是企业商业发展的强大动力和保障,而且对企业的长期经营业绩有重大作用,这个作用不是促进,而是直接提高。沃尔玛公司在短短几十年的时间里取得了巨大的商业成就,并在公众的心中形成了良好的企业形象。但是,由于政治、文化差异存在的长期性,沃尔玛在中国的商业发展过程中遇到了陌生的发展氛围,遭遇到巨大文化差异,使其在店面设计,理念传播,政府公关及其危机公关等方面遇到了困难,也影响了其在中国的发展进程。因此,如何在坚持原有优秀理念的基础上,结合中国的消费习惯和文化背景塑造和传播企业形象,以此来更好的推动商业的发展就成为了十分重要的课题。本文将按照“实践----理论----实践”的研究思路,首先在消化吸收国内外现有研究成果的基础上,对跨国公司企业形象塑造和传播、跨国公司公共关系、跨国公司企业形象力及商业发展关系的研究成果进行总结提炼。并从企业形象的概念的形成、分类和作用等问题入手,系统分析企业形象影响商业发展的因素和方式,并针对沃尔玛的自身特点,从理念及价值观,广告及公关策略,门店设计和员工形象这三个方面进行详细的阐述；第三部分从沃尔玛形象塑造的亮点和缺陷两个方面进行分析,并分别分析这两个方面对商业发展产生的效应；第四部分将通过介绍跨国公司在形象塑造和传播方面的经典案例,总结其成功经验,并利用前面得出的理论框架和沃尔玛自身的特点研究沃尔玛(中国)公司应采取的策略,总结如何利用形象力来提升商业发展。
[Abstract]:Under the background of the rapid development of global economy, the competition among retail enterprises is more and more fierce. It is not only the competition of products, technology, channels and prices, but also the corporate image which is marked by the large area flow and penetration of global products. Good corporate image is not only the powerful motive force and guarantee of business development, but also plays an important role in the long-term business performance, which is not to promote, but to improve directly. In just a few decades, Wal-Mart has made great commercial achievements and formed a good corporate image in the public mind. However, due to the long-term existence of political and cultural differences, Walmart encountered a strange atmosphere of development in the course of its business development in China, and encountered huge cultural differences, which made it design in stores and spread ideas. Government public relations and crisis public relations encountered difficulties, but also affected its development in China. Therefore, on the basis of sticking to the original excellent ideas, combining the consumption habits and cultural background of China, how to shape and spread the corporate image, so as to better promote the development of business has become a very important topic. In accordance with the research ideas of "practice, theory and practice", this paper first of all, on the basis of digesting and absorbing the existing research results at home and abroad, will shape and spread the corporate image of multinational corporations, and the public relations of transnational corporations. Multinational corporation corporate image and business development of the relationship between the results of the summary and refining. Starting with the formation, classification and function of the concept of corporate image, this paper systematically analyzes the factors and ways in which the corporate image affects the development of business, and aims at Wal-Mart 's own characteristics, from the concept and values, advertising and public relations strategy. Store design and employee image of these three aspects of the detailed elaboration; The third part analyzes the bright spots and defects of Wal-Mart image, and analyzes the effects of these two aspects on the development of business. The fourth part will summarize the successful experiences of multinational corporations by introducing the classic cases of image creation and dissemination, and using the theoretical framework and the characteristics of Wal-Mart itself to study the strategies that should be adopted by Wal-Mart (China). Summarize how to use image power to promote business development.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F721.7

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