摘要
本文从价值迁移及其一般规律入手,探讨顾客价值迁移对零售商的影响;并从营销组合、购物环境、企业社会责任三个方面对沃尔玛的绿色行动进行了梳理和分析。研究表明,沃尔玛在经营主体、经营客体、经营载体上正在向当前顾客价值迁移(追求环保和绿色)的方向转变;沃尔玛正在从传统零售商向绿色零售商提升,由世界上最大的零售商向世界上最环保的企业发展。
Abstract： This paper aims to illustrate the impact of customer＇s value migration on retailers with the value migration and its general rules as the beginning. Walmart＇s green campaign is combed out and analyzed from the following three aspects： marketing integration, shoppingenvironment and social obligation of businesses, which shows Walmart＇s operating subject, operating object and operating carrier are all transforming into current customer＇ s value migration （seeking environmental protection and green operation）. It is obviously indicated that Walmart is evolving from a traditional retailer into a green retailer, from the largest retailer into a major leader in the world with the awareness of environmental protection.
出处
《生态经济》
CSSCI
北大核心
2007年第9期138-141,共4页
Ecological Economy
关键词
价值迁移
绿色
零售商
value migration
green
retailer
