Abstract:Wal-Mart opened the first discount stores in 1962. After a short period’s developing it has grown to the largest private employers in the United States and the world's largest chain of retail enterprises. That is a miracle in retail industry becourse of that it has such a rapid development.
In this thesis, I have a briefly overview of the Wal-Mart in the beginning; Moreover, I analyse Wal-Mart's marketing intelligence through the Wal-Mart's marketing strategies, such as product strategy, price strategy, place strategy and promotion strategy. And then embody the Wal-Mart’s attention of purpose of the marketing----“customer is the first” through the "four principles". At last, the thesis comes to a summary, and extract the revelation for the Chinese retail enterprises in the marketing.
Key words: Wal-Mart; marketing strategy; customer; retail industry
摘要：沃尔玛公司自从1962年第一间沃尔玛折扣店创立起，经过短短四十多年的发展，就已经成为美国最大的私人雇主和世界上最大的连锁零售企业。它在几十年中有如此迅猛的发展，不得不说是零售业的一个奇迹。
本文首先简单介绍了沃尔玛的概况，再从营销策略方面下手，通过沃尔玛的产品策略、价格策略、渠道策略（来源及分销）、促销策略，对沃尔玛的营销智慧进行分析，然后通过“四个原则”体现沃尔玛对“顾客第一”这个营销宗旨的重视，从而进行归纳总结，并从中提炼出对中国零售企业在营销方面的启示。
关键词：沃尔玛；营销策略；顾客；零售业
