| ABSTRACT | 第1-8页 |
| 摘要 | 第8-16页 |
| Chapter Ⅰ Introduction | 第16-22页 |
| ·Research Background | 第16-18页 |
| ·Literature Review | 第18-20页 |
| ·Innovative Point | 第20页 |
| ·Paper Framework | 第20-22页 |
| Chapter Ⅱ Theoretical Basis of the Paper | 第22-33页 |
| ·Product | 第22-25页 |
| ·Place | 第25-26页 |
| ·Promotion | 第26-27页 |
| ·Price | 第27-29页 |
| ·Participant | 第29-30页 |
| ·Physical Evidence | 第30-31页 |
| ·Process | 第31-33页 |
| Chapter Ⅲ Marketing Strategies of Wal-Mart | 第33-56页 |
| ·Product Strategy—Commodity Structure with Rational Distribution | 第33-36页 |
| ·Wide-span and Medium-depth Commodity Combination | 第33-34页 |
| ·Emphasis on High Turnover of Commodities | 第34页 |
| ·Convenience Goods First and Selective Goods Second | 第34-35页 |
| ·Focus on Middle-grade Commodities | 第35页 |
| ·Optimum Combination of Commodity Structure | 第35-36页 |
| ·Place Strategy—Efficient and Perfect Delivery System | 第36-40页 |
| ·Work Flow in Distribution Center | 第37-38页 |
| ·Construction of Distribution Center | 第38-39页 |
| ·Quick-response Transportation Fleet | 第39-40页 |
| ·Promotion Strategy—low-key promotion mode | 第40-43页 |
| ·Advertising Strategy | 第41-42页 |
| ·Activity Promotion | 第42-43页 |
| ·Public Relations Building | 第43页 |
| ·Price Strategy—"Every Day Low Price" Strategy | 第43-47页 |
| ·Truth of "Every Day Low Price" | 第44页 |
| ·Realization of "Every Day Low Price" | 第44-46页 |
| ·Image Promotion of "Every Day Low Price" | 第46-47页 |
| ·Participant Strategy | 第47-50页 |
| ·Respect for Every Employee | 第47-48页 |
| ·Staff Motivation-Cheering in the Wal-Mart Way | 第48-49页 |
| ·Emphasis on Teamwork | 第49页 |
| ·Employee Training | 第49-50页 |
| ·Physical Evidence Strategy | 第50-53页 |
| ·Slogan Display | 第50-51页 |
| ·Commodity Display | 第51-52页 |
| ·"Ten Feet" Rule | 第52页 |
| ·Refund Policy | 第52-53页 |
| ·Process Strategy | 第53-56页 |
| ·Pre-purchase Service | 第53-54页 |
| ·In-purchase Service | 第54页 |
| ·Post-purchase Service | 第54-56页 |
| Chapter Ⅳ Overview of China's Retailing Market | 第56-63页 |
| ·The Status Quo and Characteristics of China's Retailing Market | 第56-58页 |
| ·Problems of China's Retailing | 第58-61页 |
| ·Region-based Imbalanced Development | 第58-59页 |
| ·Relatively Small Corporation Scale | 第59页 |
| ·Price-oriented Competition Means | 第59-60页 |
| ·Unsatisfactory Economic Benefit | 第60页 |
| ·Shortage of Management Talents | 第60-61页 |
| ·Advantages of China's Retailing | 第61-63页 |
| Chapter Ⅴ Main Domestic Retailing Enterprises | 第63-76页 |
| ·GOME | 第63-66页 |
| ·Company Profile | 第63页 |
| ·Business Operation Status and Overall Benefit | 第63-64页 |
| ·Evaluation of Company Competitiveness | 第64-66页 |
| ·SUNING | 第66-69页 |
| ·Company Profile | 第66页 |
| ·Business Operation Status and Overall Benefit | 第66-68页 |
| ·Evaluation of Company Competitiveness | 第68-69页 |
| ·Beijing Hualian Group | 第69-72页 |
| ·Company Profile | 第69页 |
| ·Business Operation Status and Overall Benefit | 第69-71页 |
| ·Evaluation of company competitiveness | 第71-72页 |
| ·Shanghai Bailian Group | 第72-76页 |
| ·Company Profile | 第72-73页 |
| ·Business Operation Status and Overall Benefit | 第73-74页 |
| ·Evaluation of Company Competitiveness | 第74-76页 |
| Chapter Ⅵ Enlightenment of Wal-Mart's marketing strategies toChina's retailing | 第76-94页 |
| ·Product Strategy | 第76-80页 |
| ·Optimizing Commodity Structure | 第76-77页 |
| ·Developing Private Brands | 第77-78页 |
| ·Implementing Brand Alliance | 第78-80页 |
| ·Place Strategy | 第80-83页 |
| ·Expanding Retailing Regions | 第80-81页 |
| ·Building Modern Logistics | 第81-82页 |
| ·Upgrading Infrastructure of Information Technology | 第82-83页 |
| ·Fostering Logistics Talents | 第83页 |
| ·Promotion Strategy | 第83-85页 |
| ·Sponsorship Promotion—Enhancing Social Image | 第83-84页 |
| ·Advertising Promotion—Enhancing Product Image | 第84页 |
| ·Cultural Promotion—Enhancing Cultural Image | 第84-85页 |
| ·Emotional Promotion—Enhancing Service Image | 第85页 |
| ·Price Strategy | 第85-89页 |
| ·Regulating Price Competition | 第85-86页 |
| ·Enlarging Price Gap between Purchase and Sale | 第86页 |
| ·Expanding Scale and Realizing Economies of Scale | 第86-87页 |
| ·Controlling Management Cost and Seeking to Thrift | 第87-88页 |
| ·Establishing Good Relationship with Suppliers and Involving Suppliers in the Competition | 第88-89页 |
| ·Parcitipant Strategy | 第89-90页 |
| ·Accelerating Reserve and Training of Talents | 第89-90页 |
| ·Establishing Reasonable Incentive Mechanism | 第90页 |
| ·Physical Evidence Strategy | 第90-92页 |
| ·Physical Environment Display | 第90-91页 |
| ·Service Personnel Display | 第91-92页 |
| ·Process Strategy | 第92-94页 |
| ·Satisfying Customer Need for Convenience | 第92-93页 |
| ·Satisfying Customer Need for Benefit | 第93页 |
| ·Satisfying Personalized Need | 第93-94页 |
| Chapter Ⅶ Conclusion | 第94-97页 |
| REFERENCES | 第97-100页 |
| ACKNOWLEDGEMENT | 第100-101页 |
