专业市场营销论文.doc

专业英语论文
目录
第一部分家乐福简介 1
第二部分 家乐福的全球营销 3
1、集权与分权,管理结构如何调整 3
2.、面对地头蛇围攻,强龙如何突破营销瓶颈 4
3、同样的营销模式,未必次次都灵 4
第三部分 如何应对家乐福全球营销挑战 5
1、管理结构如何调整 5
2、营销模式求变 5
家乐福之全球营销
关键词:全球营销集权优势核心能力协同竞争整合营销
摘要:International market's marketing environment is more than factors, the multi-stratification planes, and changes unceasingly pound, specially various countries in the economic system, the economic development level, the market size, the exchange control, the natural resource as well as the cultural aspect and so on difference, have decided various countries' consumer in the purchase way, the expense by chance as well as in the demand direction wide difference. This needs the enterprise in the global marketing deployment very good assurance enterprise's petitive ability, and makes the adjustment suitably according to the requirements of environment. In addition, the enterprise must manage the whole world using the centralization superiority numerous and the scattered chain store. Must set up the conformity marketing idea in the marketing aspect, the special region must learn using the petition to guarantee own benefit.
第一部分家乐福简介
成立于1959年的法国家乐福集团是大型超级市场概念的创始者,是欧洲第一大零售商,世界第二大国际化零售连锁集团。作为一个国际知名品牌,已经兼具了很好的品牌营销功能,这一优势曾一度使家乐福在全球战无不胜,攻无不克。集团目前在全球30多个国家运营着1万多家零售商店,员工总数超过50万人,2008年集团税后利润增至3147百万美元,在《财富》500强企业中排名33名。
集团以三种主要经营业态引领市场:大型超市(Hypermarket),超市(Supermarket),以及折扣店(Hard Discount Store)。另外,