基于SWOT模型与4Ps策略对零售企业的研究--以沃尔玛为例  

Research on Retail Companies Based on SWOT Model and 4Ps Strategy--Taking Walmart as an Example

作　　者：刘子琦 LIU Ziqi(Middlesex University London,England NW44BT)

机构地区：[1]密德萨斯大学,英格兰伦敦NW44BT

出　　处：《中国商论》2022年第5期10-12,共3页China Journal of Commerce

摘　　要：企业的内部环境和营销策略决定了一个企业是否能在市场中稳定地发展与壮大。沃尔玛进驻中国零售市场后,面对本土企业和其他外资企业的激烈竞争,凭借自己优势快速占领了一定的零售市场份额。通过SWOT和4Ps研究表明,沃尔玛本身作为大型零售企业,拥有的无形、有形优势和中国的快速发展为其提供了机会,其产品策略为顾客提供了高品质的商品,价格策略实现了天天平价,渠道策略压低了各种成本,促销策略吸引了更多的客户,保证了客源。The internal environment and marketing strategy of an enterprise determine whether an enterprise can develop and grow stably in the market.After Walmart established its presence in Chinese market,in the face of strong competition from local companies and other foreign companies,its retail quickly occupied certain retail market shares by means of its advantages.By SWOT and 4Ps,it is shown that as a large retail enterprise,Walmart itself has intangible and tangible advantages and the rapid development of China provides it with opportunities.Its product strategy provides customers with high-quality goods,and its price strategy achieves the goal of“everyday low pricing”.The channel strategy reduces various costs,and the promotion strategy attracts more customers and ensures the source of customers.

关 键 词：零售企业 沃尔玛 SWOT 4Ps 营销策略 

分 类 号：F724.2[经济管理—产业经济]