臺灣博碩士論文加值系統

本研究以Auchan公司於俄羅斯聯邦和西班牙市場擴張的案例探討以行銷策略作為新市場探索工具的議題。
本研究的目的是探討Auchan公司的行銷策略以及分析該公司在向俄羅斯和西班牙市場擴張時所運用的特殊行銷策略。本次案例中，Auchan公司選擇這些目標國家的原因是因為它們在消費習慣、競爭對手、政治與經濟狀況方面存在較大差異。此外，這兩個國家的相關數據也都顯示出其為Auchan公司標的，可視其為重要的市場。
結果顯示儘管兩市場間存在差異性，公司的使命、關鍵價值觀和戰略目標是相同的，透過提供物美價廉的產品來提高公民的生活質量是被強烈期待的。然而本案例也顯示儘管Auchan公司依據零售、區隔與定位策略的價值制定出既定的作業模式，但也能順應各國的文化、經濟及政治障礙而適度運用定位、市場區隔及行銷組合策略。零售組合行銷活動是極為重要的：商品、商店的型態以及購物區多種面向都因國家及市場溝通方式而有顯著的差異性。這些不同策略的使用使公司在兩個完全不同的國家取得了成功。
總體而言，由使命、價值觀和目標、市場區隔和定位中的某些要素所形成的標準化做法，可在兩個市場中被視為是行銷成功的公式。除此之外，零售行銷組合活動中的採行是至關重要的。

The research explores the topic of marketing strategy as a tool of new market exploration through a case study based on the expansion of corporation Auchan into the markets of Russian Federation and Spain.
The aim of this research is to investigate the volume of adaptation in Auchan marketing strategy along with the analysis of the company’s expansion into Russian and Spanish markets due to the specificity of the marketing strategy they pursued. In this case, the countries are chosen because of the great difference in consumer’s habits, range of competitors, political and economical situations during the launch of Auchan activities there. Moreover, both countries show excellent indicators for the company and are represented as important markets of activity.
The analysis demonstrates that despite the difference of markets, the mission, key values of the company and strategic goals remain the same in many ways, without any change. It has the strong accent on improving the quality of life of the citizens by offering products of decent quality for low prices. However, the case shows that in spite of the working formula, based on values which become standard for the company in retail, and similar features of segmentation and positioning, certain adaptations in terms of positioning, segmentation and marketing mix activities are implemented due to the elements of culture and economical, political obstacles of the country. Retail mix marketing activities are extremely variable: merchandise, format of the stores and the accent on different features in the shopping area depending on the country coupled with the ways of market communication differ significantly. These adaptations lead the company to success in two absolutely different countries.
Overall, standardised approach is mainly represented by the mission, values and the goals, certain elements in segmentation and positioning, and can be regarded as the formula of success, kept in both environments. Nevertheless, the role of adaptation in case of retail marketing mix activities is vital.

Introduction......3
1. The nature of marketing and its role in market exploration......3
1.1 The origins of marketing......8
1.2 Strategic marketing vs. operational marketing in the view of market exploration......12
1.3 Marketing strategy as a vital tool for market exploration......21
2. Auchan's strategy for entering new markets......38
2.1 Key elements, main values and goals of Auchan's marketing strategy......38
2.2 Auchan's expansion into Spain: cultural environment and business context......49
2.3 Auchan's expansion into Russia: cultural environment and business context......61
3. Comparative Analysis of marketing strategies of Auchan expansion intoSpain and Russian Federation......73
Conclusion......89
List of referencesion......93

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