沃爾瑪拓展海外市場成功與失敗分析

Abstract

全球市場開放的趨勢與全球供應鏈環境造成效率提昇，企業如何建立競爭優勢、擴大市場佔有率進而讓公司在全球競爭中獲利，是當前企業跨國成長的必修課題。國際零售商Wal-Mart打敗所有資產密集甚至高科技產業，充分發揮規模經濟的優勢並活用資訊技術提高生產力，登上財星 ( Fortune ) 雜誌全美500大企業龍頭寶座。 本文以全球零售業中的標竿企業-Wal-Mart為個案研究對象，逐一討論Wal-Mart的八項經營特點(物流中心的完善、先進的資訊技術、大量採購、企業文化、商品、低價滲透策略，以顧客為主的服務、人資管理)，深入探討其成功的經營模式，以瞭解零售業發展的成功典範。本文並進一步分析Wal-Mart於墨西哥、中國、德國、韓國、日本佈局的遭遇與相關因素，歸納出Wal-Mart海外發展的經驗教訓。 由於台灣零售業者必須邁向國際化經營，在面臨國際零售業強大的衝擊下，必須學習外商的長處強化本身的體質。Wal-Mart從一個美國鄉鎮的家族企業由小而大，進而成功地向全球擴張，是台灣零售業者業學習的榜樣，包括其國際化的發展策略，跨國經營伙伴的選擇、海外投資的方式、營銷管理的模式等。

WTO has opened up many domestic markets for competition and the adoption of global supply-chain management has enhanced the efficiency in delivering products or services to end customers. Any enterprise must know how to build up its competitiveness in global markets in order to succeed in the wave of globalization. Capitalized on the critical competitiveness of operational efficiency due to the economy-of-scale effect and the pioneering use of information technology, Wal-Mart’s revenue has become the largest in the world. This thesis analyzed Wal-Mart’s eight strengths: efficient global logistics, advanced information technology, volume purchase drives costs down, frugal corporate culture, complete lines of consumer products, everyday low prices, customer oriented services, and management of multi-cultural human resources. Its business model is the key to Wal-Mart’s success in retail business. Furthermore, we analyzed Wal-Mart’s expansion histories in Mexico, China, Germany, Korea, and Japan. The lessons of successes and failures were summarized. Taiwanese retailers must learn from multi-national giants in order to meet global competition. Wal-Mart offers lessons in its globalization strategy, selection of and invests in local partners, and the adaptation of business models in different foreign markets.