沃尔玛在中国的本土化战略分析

吉林农业科技学院学士学位论文论文题目：沃尔玛在中国的本土化战略分析年级专业：2011级工商管理学生姓名：王茹学号：1104614129指导教师：柏文静评阅教师：林艳辉完成日期：吉林农业科技学院沃尔玛在中国的本土化战略分析I沃尔玛在中国的本土化战略分析学生：王茹专业：工商管理指导教师：柏文静摘要现代管理学理论普遍认为，海外企业最核心的战略就是实现本土化，这也是在世界经济进一步全球化、自由化发展的环境下，进行海外扩张的公司在全球范围内有效资源配置其有限资源、保持竞争优势的需要。沃尔玛作为世界零售业的巨头，1996年进入中国，最初进入中国时采取的是合资的方式，合资伙伴是深圳珠江百货有限公司。沃尔玛借助它先进的信息系统和强大的物流体系，在中国实施成本领先战略，奉行“天天平价，薄利多销”的经营方针，全面压价，保持低成本赢得了持续的竞争优势。目前，沃尔玛在中国有三种业态：沃尔玛购物广场、山姆会员商店和沃尔玛社区店。与近2万家供应商建立合作关系，销售的产品中本地产品超过95%，有超过99.9%的员工来自中国本土。但是沃尔玛为了可以通过低成本复制来迅速扩张，采取了非常集中化的管理，造成了与本土化的对立，也忽略了本土化的创造性和灵活性以及中国市场的特殊性，所以并没有发挥出低成本复制扩张的优势，研究表明，沃尔玛在未来发展过程中，定要与中国消费文化，消费习惯和市场环境相适应，做到切实的沃尔玛中国。对于跨国公司，要从人力资源、营销管理、市场开拓、技术优势等方面大力实施“本土化”的经营战略。关键词：沃尔玛；本土化战略；分析沃尔玛在中国的本土化战略分析IIThelocalizationstrategyanalysisofthewal-martinChinaABSTRACTName:wangruMajor:gongshangguanliTutor:baiwenjingModernmanagementtheoryisgenerallyacceptedthat,overseascompaniesatthecoreofstrategyistoachievelocalization,whichisintheworldeconomicglobalizationandliberalizationfurtherdevelopmentenvironment,expandoverseascompanyeffectiveresourceallocationofitslimitedresourcesonaglobalscale,maintainacompetitiveadvantage.Wal-martastheworldretailgiant,enteredChinain1996,thefirsttoentertheChineseisajointventure,jointventurepartnersisthepearlriverinshenzhendepartmentstoreco.,LTD.Wal-martwithitsadvancedinformationsystemandapowerfullogisticssystem,implementingcostleadershipstrategyinChina,adherencetothe\everydayparity,meagerprofitbuthighturnover\themanagementpolicy,comprehensivedemand,keepcostslowwonthesustainablecompetitiveadvantage.Atpresent,inChinaithasthreeforms:wal-martshoppingplaza,Sam'sclubstoreandwal-martcommunity.Establishcooperativerelationswithnearly2msuppliers,salesofproductsmorethan95%oflocalproducts,morethan99.9%ofemployeesfromChinamainland.Butwal-marttolow-costcopyingtorapidexpansion,hastakenaverycentralizedmanagement,causedandlocalizationofopposites,andignorethelocalizationofcreativityandflexibility,andtheparticularityoftheChinesemarket,sodidnotplaytheadvantageoflowcostcopyexpansion,studieshaveshownthatwal-martinthefuturedevelopmentprocess,mustwiththeChineseconsumerculture,consumptionhabitsandadapttothemarketenvironment,effective,wal-martinChina.Formultinationalcompanies,fromthehumanresources,marketingmanagement,marketdevelopmentandtechnicaladvantagevigorouslyimplementthestrategyof\localization\ofbusiness.Keywords：Wal-mart;Thelocalizationstrategy;Analyze沃尔玛在中国的本土化战略分析III目录摘要...........................................................................................................................................IABSTRACT.....................................................................................................................................II一沃尔玛经营现状分析.................................................................................................................1（一）沃尔玛基本情况介绍...................................................................................................11.沃尔玛全球概况....................................................................................................12.沃尔玛中国概况....................................................................................................1（二）沃尔玛经营现状分析...................................................................................................1二沃尔玛行业竞争实力分析.........................................................................................................2（一）中国零售业发展现状...................................................................................................2（二）沃尔玛的竞争优劣势...................................................................................................31.竞争优势................................................................................................................32.竞争劣势................................................................................................................33.沃尔玛预期市场收益............................................................................................4三沃尔玛中国本土化战略分析.....................................................................................................4（一）现行本土化战略介绍...................................................................................................41.整体战略思想........................................................................................................42.阶段战略规划........................................................................................................53.预期战略目标........................................................................................................5（二）现行本土化战略评价...................................................................................................61.现行战略实施的成效............................................................................................62.现行战略隐含的风险............................................................................................6（三）沃尔玛中国本土化战略的完善...................................................................................71.重塑文化，构建东方模式....................................................................................72.重心下