便利店，英文简称CVS（Convenience Store），是一种用以满足顾客应急性、便利性需求的零售业态。便利店作为一种独特的商业零售形态，并结合便利店的快速发展，对此国内外的学者进行了相关研究。本文借鉴国内外便利店发展的成功经验，分析影响便利店业态发展的因素，并以著名品牌7-Eleven便利店为例。7-Eleven便利店是中国国内最大的便利店，同时也是世界上最大的便利店连锁集团，是以向顾客提供精选食品、快餐、饮料、乳制品、衣料、杂货及其他日用品以及特选商品，来寻求最低价格的服务为经营特色。 目前，它的30,000多家店铺分布在世界18个国家和地区，全世界每天有超过2千万人次的顾客，接受着“7-Eleven”提供的24小时全天侯便利服务。在市场竞争激烈的大背景下，“7-Eleven”便利店通过在细分目标市场创立自己的服务差异化，取得了与其他零售业态显著不同的竞争优势，被公认为是现今全球连锁便利店的楷模。中国 “7-Eleven”便利店之所以取得如此辉煌的业绩，其先进的经营方式与独特的品牌营销、强大的后方物流支持系统是“7-Eleven”便利店成功的奥秘，同时也为我国连锁便利店的经营和发展提供了一种新思路。本文在此基础上系统探讨7-Eleven便利店发展对策，为现在和将来7-Eleven便利店的发展提供实际指导。
关键词：7-Eleven；便利营销；中国便利店营销；营销策略；
Convenience store, CVS (Convenience Store), is a kind of used to meet customer demand for acute, convenience retail formats. Convenience store as a unique form of commercial retail, combined with the rapid development of convenience stores, scholars at home and abroad have carried out relevant research. In this paper, learn from the successful experience of domestic and international development of convenience stores, convenience stores development factors, and to the famous brand 7-Eleven convenience stores, for example, 7_Eleven convenience store is Japan’s largest convenience store, but also the world’s largest convenience store chain group, is to provide customers with the selection of food, fast food, drinks, dairy products, clothing, groceries and other daily necessities as well as the selection of goods, to seek the lowest price for the operating characteristics of service. Currently, it’s 30000
Many stores are located in 18 countries and regions in the world, the world has more than 20 million passengers a day, to accept the “7-Eleven” to provide a full day of 24 hours of convenience services. In the background of fierce market competition, “7-Eleven” convenience store through the creation of services between the own in the target market segments, has been significantly different from other retail formats of the competitive advantage, is recognized as the global model of chain convenience store. Japan convenience store “7-Eleven” brilliant achievements, the advanced management mode and unique brand marketing, logistics support system is powerful, convenience store “7-Eleven” the secret of success, but also provides a new idea for the management and development of China’s chain of convenience stores. Based on this, this paper discusses the development strategy of 7-Eleven convenience store, and provides practical guidance for the development of 7-Eleven convenience store.
Keywords：7-Eleven; convenient marketing; Chinese convenience store marketing; marketing strategy;
目录
摘要…………………………………………………………………………………………….. I
Abstract……………………………………………………………………………………….. II
一、前言……………………………………………………………………………………… 5
（一）7-Eleven便利店简介………………………………………………………. 5
1.7-Eleven便利店成长历程………………………………………………….. 6
2.7-Eleven便利店经营特点………………………………………………….. 7
二、7-Eleven便利店所处商业市场环境特点分析…………………………… 8
（一）宏观环境………………………………………………………………………. 8
1、业态环境……………………………………………………………………… 8
2、业态创新……………………………………………………………………… 9
（二）微观环境………………………………………………………………………. 9
1、自身优劣势………………………………………………………………….. 9
2、市场定位目标……………………………………………………………… 11
三、7-Eleven便利店在我国营销策略分析……………………………………. 11
（一）服务创新…………………………………………………………………….. 11
1.建立物流平台，提高配送效率………………………………………… 11
2.拓宽服务领域，增强服务创新………………………………………… 11
3.合理规划便利店的网点布局……………………………………………. 12
（二）自愿连锁趋势……………………………………………………………… 12
（三）广泛品牌广告宣传……………………………………………………….. 12
1.整合传播………………………………………………………………………. 13
2.市场定位………………………………………………………………………. 13
3.策略规划………………………………………………………………………. 13
四、7-Eleven便利店在我国营销策略的完善。…………………………….. 13
（一）选址策略…………………………………………………………………….. 13
（二）产品策略…………………………………………………………………….. 14
1.商品结构………………………………………………………………………. 14
2、商品陈列……………………………………………………………………. 16
（三）顾客满意策略……………………………………………………………… 16
1、外卖服务……………………………………………………………………. 16
（四）促销策略…………………………………………………………………….. 17
1、优惠券促销………………………………………………………………… 17
2、有奖销售……………………………………………………………………. 17
（五）品牌策略…………………………………………………………………….. 18
1、自有品牌……………………………………………………………………. 18
2、品牌识别……………………………………………………………………. 18
（六）互联网营销…………………………………………………………………. 19
结论………………………………………………………………………………………….. 21
致谢………………………………………………………………………………………….. 22
参考文献…………………………………………………………………………………… 23
