Abstract:Wal-Mart, from a store of a town to a giant of the world, its development history and unique marketing strategies have set a good example to retail industry. This thesis attempts to manifest the advantages and disadvantages of Wal-Mart through analyzing its location strategy, pricing strategy and supply chain management as well as comparing its marketing strategies to that of other supermarkets; to analyze its globalization experiences especially the localization development in China so that to summarize its challenges and enlightenment to retail industry of China.
Key words: Wal-mart; marketing strategies; globalization; localization
中文摘要:从小镇上的商店到全球零售巨头，沃尔玛的发展史和独特的营销策略为零售业树立了一个学习的好榜样。本文通过分析沃尔玛的选址策略、定价策略和供应链管理，并与其它大型超市的营销策略进行对比，突出其营销策略的优劣；通过分析其全球化扩张历程尤其在中国的本土化发展，总结其面临的挑战，以及给我国的零售业带来的启示。
关键词：沃尔玛；营销策略；全球化；本土化
