A Study of Walmart’s Mix Marketing Strategy and Customer Satisfaction in China

Research Article
Open access

A Study of Walmart’s Mix Marketing Strategy and Customer Satisfaction in China

Yuhan Cheng 1*
  • 1 Beijing Institute of Technology    
  • *corresponding author C13752277677@163.com
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/40/20232013
AEMPS Vol.40
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-101-8
ISBN (Online): 978-1-83558-102-5

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

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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References

[1]. He, C. F, Li, Y. and Yin, W. (2011). Research on the Location of Multinational Retail Enterprises in China——Taking Wal-Mart and Carrefour as Examples. World Geography Research (01), 14-28.

[2]. Rong, S. H. and Fei, M. S. (2007). Wal-Mart's business strategy from a financial perspective. Friends of Accounting, First Half Monthly (9), 70.

[3]. Zhu, G. Z., Xu, F., Wu, X. X. and Ye, X. B. (2018). Wal-Mart Supermarket Customer Satisfaction Survey Research. Straits Technology and Industry 224(02), 55-57.

[4]. Scottish Qualifications Authority, SQA (2013). Marketing: An Introduction by Beijing China Modern Economics Publishing House.

[5]. Mo, H. Y. (2017). Walmart's marketing strategy research. Business 4, https://wenku.baidu.com/view/e7d8018580c758f5f61fb7360b4c2e3f5727252d.htm.

[6]. Zhao, H. F. (2003). Wal-Mart's marketing - retail management philosophy of the king(Chinese Edition). Economic Science Press. ISBN 10: 7505832298. ISBN 13: 9787505832299.

[7]. Zhao, Y. (2018). Analysis of the "new retail" mode of Wal-Mart (China) based on the financial perspective (University of Hebei). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201901&filename=1018830651.nh.

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.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-101-8(Print) / 978-1-83558-102-5(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.40
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. He, C. F, Li, Y. and Yin, W. (2011). Research on the Location of Multinational Retail Enterprises in China——Taking Wal-Mart and Carrefour as Examples. World Geography Research (01), 14-28.

[2]. Rong, S. H. and Fei, M. S. (2007). Wal-Mart's business strategy from a financial perspective. Friends of Accounting, First Half Monthly (9), 70.

[3]. Zhu, G. Z., Xu, F., Wu, X. X. and Ye, X. B. (2018). Wal-Mart Supermarket Customer Satisfaction Survey Research. Straits Technology and Industry 224(02), 55-57.

[4]. Scottish Qualifications Authority, SQA (2013). Marketing: An Introduction by Beijing China Modern Economics Publishing House.

[5]. Mo, H. Y. (2017). Walmart's marketing strategy research. Business 4, https://wenku.baidu.com/view/e7d8018580c758f5f61fb7360b4c2e3f5727252d.htm.

[6]. Zhao, H. F. (2003). Wal-Mart's marketing - retail management philosophy of the king(Chinese Edition). Economic Science Press. ISBN 10: 7505832298. ISBN 13: 9787505832299.

[7]. Zhao, Y. (2018). Analysis of the "new retail" mode of Wal-Mart (China) based on the financial perspective (University of Hebei). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201901&filename=1018830651.nh.

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