沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字

沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字
文献出处: Metaxas D. The research of 4Ps and 4Cs marketing strategy in Wal-mart [J]. Journal of Applied Sciences, 2016, 12(5): 705-715.
原文
The research of 4Ps and 4Cs marketing strategy in Wal-mart Metaxas D.
Abstract
Retail trade is an important part of a national economy. Its development trend reflects a country's economy as a whole. Specifically, retailing is a barometer of a country and region economic operation condition, whether the coordinated development of national economy, social and economic structure is reasonable, in the first place in the field of circulation, especially in the consumer goods market. Every change and progress in retailing, has brought about the improvement of people's life quality, and even triggered a new way of life. Modern retailing is the combination of high investment and high-tech industry, under the new situation of the retailers use the most advanced computer and various communication technologies responding quickly to changes in consumer demand.
Keywords: Wal-mart; 4Ps; 4Cs; Marketing strategy; Retail
1 Literature review
Marketing (Marketing), also known as Marketing, Marketing or Marketing, hereinafter referred to as "Marketing", refers to the individual or collective through creating, offering, and exchanging products and value with others, in order to get what they need and want a social and management process. This definition focuses on the marketing value orientation, contains
the core concept of mainly: needs, desires, and needs; Products; Value, cost and satisfaction; Exchange, trading and relationship; The market; Marketing and marketers. The origins of marketing from the late 19th century early 20th century the development of American industry, at that time, has not occurred against the background of modern marketing theory, but the idea of marketing is becoming more and more taken seriously by people.
Until the 1960 s, American scholar Jerome McCarthy (e. J. Mc Carthy) in its "Marketing foundation" (Basic Marketing) book, put forward the classical theory of 4ps, namely Product (Product), the Price (Price), channel (Place), Promotion (Promotion) Marketing mix theory. With the progress of the society, the evolution of the marketing idea began to constantly sublimation, to
the late 1970 s and early 80 s, western scholars and enterprise management personnel to the enterprise marketing mode of development and evolution of a more in-depth analysis of the traditional 4ps marketing theory, made some changes and added in the Process of develop, according to the change of external marketing Environment and scholars have a different effect on the basis of the traditional 4ps added on the basis of 3 p, namely personnel (People), Process (Process) and the Physical Environment (Physical Environment) and the original 4ps theory formed new 7ps theory. American marketing master Philip kotler in the harvard business review in 1986 (3 ~ 4 months) published "on big marketing", its main idea of this paper think that for the enterprise market marketing, rights and public relations of these two factors along with the increasingly fierce competition is also very important, and puts forward the 6ps theory.
, followed by kotler is further put forward the strategic marketing concept, thus development puts forward 10ps, 11ps
model, makes the marketing theory has formed a comprehensive and huge marketing management system. Although scholars have its 4ps to 6ps, 7ps, even 11ps, however, is still at its core thought is 4ps, and theory in corporate profits as a starting point, and didn't mention due to consumer demand.
American marketing expert professor Robert slaughter friends in advertising age in 1990 published "retire 4 p, 4 c appearance", this paper puts forward the corresponding to the 4ps to 4cs mode, 4cs theory stresses that enterprise should meet the needs of customers first, at the same time as much as possible to reduce the purchase cost of customers, take care of the customers to buy more fully in the process of ease, should also be effective two-way communication with customers in the end.4cs is the Customer (Customer), Cost (Cost), Convenience (convenient) and Communication (Communication).4cs theory compared with 4ps theory more meet the needs of the development of society, but 4ps still is the enterprise to carry out marketing activities can not lack of four basic foothold, is also the starting point of modern marketing theory. After entering The 21st century, such as amazon, Netflix online business model has achieved great success, in order to describe The business and economic pattern, Chris Anderson (2004) in its own wired magazine published "The Long Tail" (Tail), defined The "Long Tail" refers to those who would otherwise not be taken seriously and sales are small but The variety of product or service, and make The total cumulative produced huge qualitative change, The total revenue more than The mainstream products.
2 The company profile
Wal-mart Stores co., LTD. (a Wal - Mart Stores, Inc.) (NYSE: WMT) is an American multinational chain, is also the world's most
private employers, employees more than 2 million people worldwide to join the big family of wal-mart. Walton family have wal-mart, 48% of the company's shares for wal-mart's largest holdings, is also the founder of the wal-mart. Company headquartered in Arkansas, the population of only 25000 people in the town in Bentonville, now the town has become the retailers, contractors, and the salesman will go places. Wal-mart first by Sam Walton in Arkansas in 1962 established a parity supermarket, at that time, the store is just a normal husband and wife, but after decades of development, now the company has more than 8500 stores in 15 countries spread around, ranks the first on the retail industry has been, if it only can be calculated by revenue, the company often fai performance won the top three. Wal-mart's main business form a wal-mart shopping plaza, Sam's club, wal-mart stores, wal-mart neighborhood market and other four types of stores each has its different functions.
3 4Ps marketing strategy analysis
3.1 Product strategy analysis
Refers to provide products to the market to attract people's attention, to obtain, edible or consumption, to meet the need of some kind of desire or anything. As a retail enterprise, can bring something of value to the enterprise almost all concentrated in the sales of products, the products will be sold at enterprise satisfied price, is to determine whether the enterprise profit or conform to the enterprise strategic decisive standard. Therefore, the properties of the products are the foundation of the retail enterprise to survive.
3.2 Pricing strategy analysis
In the marketing mix, price is the only factor to generate revenue; other factors can only appear as cost. Price is also the
most flexible of the marketing mix factor, consumer sensitivity for the change in price is higher than other factors. So the retail industry in the most competitive price and the price competition is the number one problem. Wal-mart's market positioning is "everyday low price", so the goods must be low enough in wal-mart, wal-mart, in order to and subject to change at any time along with the change of the market prices of the goods, if wal-mart employees find that competitors in the same commodity price is lower than wal-mart, employees have the right to change the price, in order to avoid this shop commodity price competition at a
disadvantage. In order to be able to effectively lower commodity prices, the company vigorously promoting employee life thrift, and using the advanced management concept and the computer system, to reduce the cost of production.
3.3 Channel strategy
Retail industry belongs to a kind of dili industry, retail enterprise entity retail locations around the environment affects the survival of the enterprise, so to speak so storefront location problem of retail enterprises is one of the key factors of competition it can attract consumers. Because the customer flow and high rent this contradiction relations exist between general, so retailers must fully understand their own advantages and disadvantages, then choose the best for their own development.
3.4 Sales promotion strategy analysis
Promotion (Promotion) refers to the seller with potential buyers or other personnel in the channel to communicate information, intended to influence the attitudes and behavior of others. Personnel promotion (personal shot) involves direct communication between sellers and potential customers, its
advantage is that can get instant feedback and make proper adjustment, but also has the disadvantage of expensive. In the retail industry, personnel perform as long as the promotion of the guide by personnel and department manager to complete, therefore, staff training is very important. Make up a large proportion of the public promotion is the advertising, promotion although also can produce a lot of positive effect, but the company enterprise is difficult to grasp its results, therefore, general enterprise can adopt the form of advertising to promote their own products.
4 Analysis of 4Cs marketing strategy
4.1Analysis of customer strategy
Retail business is a variety of customer requirements, must carefully analyze customer needs, can be targeted marketing activities, seize customers, improve customer loyalty to the company, to achieve wal-mart retail business marketing goals.
4.2 Analysis of cost strategy
Here refers to is not just the cost of the production cost of enterprise products, also covers the customer willing to pay to buy goods sold for the enterprise cost, outstanding strategy means that the cost of enterprise ideal for goods pricing, the product price is lower than the customer's
psychological price, and can make enterprise to obtain the expected profit. In addition, in the process of purchase, the purchase cost of customers not just monetary expenditures for the customer, include the amount of time in the process of shopping, strength, energy, and buy the risk.
4.3 Analysis of convenient strategy
Customers at the time of purchase of goods or services, in addition to pay monetary cost, also need to pay the time, energy,
physical strength, learning cost, that is to say, when customers want to obtain goods or services, to get the goods or services between the actual distance, the distance, which may be time, might also be the distance, also may be thought of.
4.4 Analysis of communication strategy
Under the traditional 4ps marketing theory, the enterprise sales promotion behavior is the enterprise of the single direction for the center to the customer for sales and persuasion, devoid of the customer's subjective initiative, is a kind of low efficiency and low efficiency of the marketing strategy.4cs is that between customers and enterprises should establish a multi-channel bidirectional communication channels, as seamless as possible for positive and effective communication with customers, the establishment of the maximum possible new business/customer relationship based on common interests. In order to retain the loyalty of customers, the company also for some goods after-sale protection services, have detailed records for each commodity, to prevent any mistakes after unable to contact the customer.
译文
沃尔玛4Ps和4Cs营销策略研究
Metaxas D
摘要
零售业是一个国家经济的重要组成部分，其发展趋势反映了一个国家的总体经济走向。

具体来说，零售业是反映一个国家和地区经济运行状况的晴雨表，国民经济是否协调发展，社会与经济结构是否合理，首先在流通领域，特别是在消费品市场上表现出来。

零售业的每一次变革和进步，都带来了人们生活质量的提高，甚至引发了一种新的生活方式。

现代零售业是高投资与高科技相结合的产业，新形势下的零售商运用最先进的计算机和各种通信技术对变化中的消费需求迅速做出反应。

关键词：沃尔玛；4Ps；4Cs; 营销策略；零售业
1 相关文献综述
市场营销（Marketing）又称为市场学、市场行销或行销学，简称“营销”，指个人或集体通过创造，提供出售，并同别人交换产品和价值，以获取其所需所欲之物的一种社会和管理过程。

这一定义主要强调了营销的价值导向，包含的核心概念主要是：需要、欲望和需求；产品；价值、成本和满意；交换、交易和关系；市场；营销和营销者。

市场营销的起源来自于19 世纪末20 世纪初的美国工业的发展，当时没有出现现代营销的理论，但是营销的观念越来越被人重视了。

直到20 世纪60 年代，美国学者杰罗姆·麦卡锡（E. J.McCarthy）在其《营销基础》（Basic Marketing）一书中提出了古典的4Ps 理论，即产品(Product)、价格(Price),渠道(Place),促销(Promotion)营销组合理论。

随着社会的进步，营销理念也开始不断的进化升华，到20 世纪70年代末、80 年代初，西方的学者和企业管理层人员对企业营销模式的发展和演变进行了更加深入地分析，对传统的4Ps 营销理论进行了一些改动和补充，在制定过程中，学者们根据外部营销环境的变化而产生不同的效应的基础上给传统的4Ps 基础上又增加了3P，即人员（People）、过程（Process）和物质环境（Physical Environment）和原先的4Ps 理论组成了新的7Ps 理论。

美国营销大师菲利普·科特勒于1986 年在《哈佛商业评论》（3~4 月号）上发表了《论大市场营销》一文，其文中的主要中心思想认为对于企业市场营销来说，权利和公共关系这两个因素随着竞争越来越激烈显得也至关重要了，从而提出了6Ps 理论。

紧随其后，科特勒又进一步提出战略性的营销概念，从而发展提出了10Ps，11Ps 模式，使得营销学说形成了一个全面而且庞大的营销管理系统。

虽然学者们把4Ps 扩充到6Ps、7Ps，甚至是11Ps，但是，其核心思想却仍然是4Ps，并且理论是以企业利润为出发点，而没有把消费者的需求提到应有的位置。

美国营销专家罗伯特·劳特朋教授于1990 年在《广告时代》发表了“4P 退休，4C 登场”一文，文中提出了与4Ps 一一相对应的4Cs
模式，4Cs 理论强调企业应该把满足顾客的需求摆在第一位，同时尽可能地降低顾客的购买成本，充分照顾到顾客购买过程中的便捷性，最后还应该与顾客进行有效双向沟通。

4Cs 是英文Customer（顾客)、Cost(成本)、Convenience（便利)和Communication（沟通）。

4Cs 理论比较于4Ps 理论更加的符合社会发展的需要，但是4Ps 仍然是企业开展营销活动不能缺少的4 个基本立足点，也是现代营销理论的起始点。

进入21 世纪后，亚马逊公司、Netflix 等网上商业模式取得了很大的成功，为了描述其商业和经济模式，克里斯·安德森（2004 年）在其自家杂志《连线》中发表了“The Long Tail”（长尾）一文，文中将长尾定义为指那些本来不受到重视且销量小但
种类多的产品或者服务，累积起来而使总量巨大产了质变，所产生的总收益超过了主流产品的现象。

2 沃尔玛公司的简介
沃尔玛百货有限公司（Wal-Mart Stores, Inc.）（NYSE：WMT）是一家美国的跨国连锁企业，同时也是世界上雇员最多的私人雇主，全球有超过200 万人加入了沃尔玛的大家庭。

沃尔顿家族持有沃尔玛公司股份的48%，为沃尔玛最大的控股人，也是沃尔玛公司的创始人。

公司总部位于美国阿肯色州的人口只有2.5 万人的本顿维尔小镇，现今这个小镇已经成为了零售商、承包商和推销员必去的地方。

沃尔玛公司最初于1962 年在阿肯色州由山姆·沃尔顿先生成立的一家平价超市，当时，这家小店只是一个普通的夫妻小店，但是经过几十年的不断发展，如今沃尔玛公司有8500 多家门店，分布于全球15 个国家，在零售行业上已经一直居于第一位，若就单单以营业收入来计算，沃尔玛公司经常荣获前三甲的辉绩。

沃尔玛主要的营业形态有沃尔玛购物广场、山姆会员店、沃尔玛商店、沃尔玛社区店等四种各具不同功能的店面种类。

3 4Ps 营销策略分析
3.1 产品策略分析
产品是指能提供给市场以引起人们的注意、获得、食用或消费，从而满足某种欲望或需要的一切东西。

作为一个零售企业，能够给企
业带来价值的东西几乎全部集中在所销售的产品上，产品是否能够以企业满意的价格出售出去，是决定企业是否盈利或者符合企业战略决定性的标准。

因此，产品的属性就是零售企业赖以生存的基础。

3.2价格策略分析
在营销组合中，价格是唯一能够产生收入的因素，其他因素则只能表现为成本。

价格也是营销组合中最灵活的因素，消费者对于价格变动的敏感程度也比其他因素要高。

因此价格与价格竞争是零售业内竞争最为激烈的头号问题。

沃尔玛的市场定位为“天天低价”，因此在沃尔玛里面的商品必须要足够低，在沃尔玛，为了随时的随市场行情的变化而改变商品的价格，若沃尔玛公司员工发现竞争者店内同种商品价格低于沃尔玛的，员工都有权利更改价格，以避免本店商品价格竞争上处于劣势。

为了能够有效的降低商品价格，沃尔玛公司极力推崇员工生活上的节俭，并运用先进的管理理念和计算机系统，来缩减生产成本。

3.3 渠道策略
（完整译文请到百度文库）
零售业属于一种地利性的产业，实体零售企业的零售地点周边的环境可以说影响着该企。