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Analysis of Walmart’s Marketing Strategy in the Context of New Retail
- 1 Guangdong Ocean University
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Abstract
With continuous innovation and wide application of technologies such as the Internet and big data, the Internet economy has flourished, laying the foundation for the transformation of physical retailing to new retailing. The main advantage of new retailing lies in the combination of the quality experience of physical stores with the high efficiency of online retailing, which points the way for the development of the retail industry. Taking Walmart Company, a world-renowned retail industry giant, as a case study, the paper adopts the 7PS marketing mix theory to study the current marketing situation of Walmart Company. The research found that Walmart has problems such as unreasonable packaging and display of some products and an inefficient logistics supply chain. To this end, this paper proposes optimization solutions including the improvement in product quality, the investment in intelligent information technology, and the construction of a centralized supply chain management model.
Keywords
new retail, Walmart, marketing strategy, 7Ps marketing mix strategy model
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Cite this article
Chen,J. (2023). Analysis of Walmart’s Marketing Strategy in the Context of New Retail. Advances in Economics, Management and Political Sciences,44,21-27.
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