| 沃尔玛、家乐福在华市场营销组合比较研究 |
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| 引用本文： | 杨宜苗.沃尔玛、家乐福在华市场营销组合比较研究[J].商业研究,2008(8). |
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| 作者姓名： | 杨宜苗 |
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| 作者单位： | 东北财经大学工商管理学院,辽宁大连,116025 |
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| 摘 要： | 在综述营销组合及零售营销组合理论的基础上,构建了其分析维度,进而从产品、服务、价格、地点、店面设计、促销、人员、物流配送等方面对沃尔玛和家乐福在华市场的营销组合进行比较研究,同时也对国内零售企业给出相应的几点启示。
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| 关 键 词： | 营销组合 零售营销组合 沃尔玛 家乐福 |
A Comparative Study of Wal-Mart and Carrefour's Marketing Mix in Chinese Market |
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| YANG Yi-miao.A Comparative Study of Wal-Mart and Carrefour's Marketing Mix in Chinese Market[J].Commercial Research,2008(8). |
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| Authors: | YANG Yi-miao |
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| Abstract: | With a the review of marketing mix and retail marketing mix theory,this paper develops its dimensions of analysis,and carries out a comparative research on Wal-Mart and Carrefour′s marketing mix in Chinese market from the aspects of product,service,price,place,store design,promotion,personal and logistical distribution.It puts forward some corresponding measures for the other retail enterprises in China. |
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| Keywords: | marketing mix retail marketing mix Wal-Mart Carrefour |
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