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A Study of Walmart’s Mix Marketing Strategy and Customer Satisfaction in China
- 1 Beijing Institute of Technology
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Abstract
With the continuous development of society, people's needs are more and more diversified, customers' requirements for products are higher and higher, and the speed of product updates is faster and faster. Walmart entered the Chinese market early and has been accounting for half of the country's retail sales. However, with the growth of competitors and the rise of state-owned enterprises, Walmart has faced severe challenges in recent years. Facing the fierce competition, Walmart must implement some sales strategies to better attract customers, occupy a larger share of the Chinese market, and obtain higher profits. Customer satisfaction is an important indicator that affects the company's future development. Therefore, in this paper, by conducting a questionnaire survey as well as 4P and SWOT analysis, the author further explores the impact of Walmart’s marketing mix strategy on customer satisfaction in China and summarizes the advantages and disadvantages in the development of Walmart in China, thereby understanding the preferences and needs of customers and customizing the corresponding marketing strategy. The paper draws a conclusion that reform can help Walmart better maintain and expand its advantages as well as correct its disadvantages.
Keywords
Walmart, marketing mix strategy, SWOT analysis, customer satisfaction
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Cite this article
Cheng,Y. (2023). A Study of Walmart’s Mix Marketing Strategy and Customer Satisfaction in China. Advances in Economics, Management and Political Sciences,40,146-153.
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