沃尔玛百货有限责任公司市场营销环境分析5则范文.docx

沃尔玛百货有限责任公司市场营销环境分析5则范文

第一篇：沃尔玛百货有限责任公司市场营销环境分析中国地质大学江城学院实训报告书题目：沃尔玛百货有限责任公司市场营销环境分析学部：经济与管理学部专业：营销与策划年级：大二指导老师：李检根完成日期：2013年6月23日目录一、内容摘要··················································································3二、关键词······················································································3三、正文·························································································3﹙一﹚沃尔玛简介····································································3﹙二﹚宏观环境分析································································4﹙三﹚微观环境分析································································5一、消费者分析···································································5二、竞争对手分析·······························································6﹙四﹚SWOT分析··································································11一、沃尔玛的内部优势·····················································11二、沃尔玛的内部劣势·····················································11三、沃尔玛的外部机会·····················································12四、沃尔玛的外部威胁·····················································12四、结论·······················································································12五、参考文献················································································13一、内容摘要目的：主要从宏观，微观环境及运用SWOT分析法几个主要方面对沃尔玛百货公司进行市场营销环境分析，来以此了解沃尔玛公司的营销方式及它的优势，劣势，机会，威胁及消费者选择沃尔玛的原因、来此的频率等，从而分析消费者对沃尔玛的看法，为下一步对沃尔玛提出建议提供事实依据。成果：通过对沃尔玛的各种角度分析得出，沃尔玛在中国始终坚持公司的优良传统，专注于开好每一家店，服务好每一位顾客，致力于以“天天平价”为顾客提供品种齐全的优质商品和友善的服务。同时，沃尔玛公司本着发挥优势因素，克服劣势因素，利用机会因素，化解威胁因素；考虑过去，立足当前，着眼未来的原则，得到了广大消费者和同业人士的推崇和信赖。意义：通过沃尔玛的调查，我们分析得出它的种种优势和劣势，其中，对于它的缺点，我们有以下建议：1、超市应该为消费者提供宽松的购物环境2、为了说服新消费者，吸引他们的注意力，超市应该正确地确定自己的广告营销策略3、通过给予消费者的超值满意来提高他们的信任度4、应确立以诚信为本的营销导向5、应实行品牌化策略二、关键词SWOT分析宏观环境微观环境建议三、正文﹙一﹚沃尔玛简介沃尔玛百货公司由美国零售业的传奇人物山姆沃尔顿先生于1962年在阿肯色州成立。经过四十多年的发展，沃尔玛公司已经成为世界最大的私营雇主和最大的连锁零售商，在全球14个国家开设了7，000多家商场，员工总数超过200万人，每周光临沃尔玛的顾客达1.76亿人次。与在世界其它地方一样，沃尔玛在中国始终坚持公司的优良传统，即专注于开好每一家店，服务好每一位顾客，致力于以“天天平价”为顾客提供品种齐全的优质商品和友善的服务。沃尔玛1996年进