-ELEVEN特许经营便利店物流体系研究.ppt

7-ELEVEN 特许经营便利店物流体系研究Research on the logistics system of 7-ELEVEN franchise convenience stores 北京师范大学珠海分校 Beijing Normal University ZhuHai Campus 特许经营学院 学生 Senior of International Franchise Academy 张毓辉 YuHui Zhang 1.前言 1. Foreword 7-ELEVEN便利店,采用特许经营模式发展，是现今全球最大的零售网络商，被公认为世界便利店的楷模。 截至2004年3月底，全球共有7-ELEVEN便利店约27000间。 7-ELEVEN convenience stores, owns the largest retailing network in the world, whose achievement is an exemplar of convenience stores. By the end of March 2004, 7-ELEVEN had opened 27,000 stores in the world 本资料来源 当前文档修改密码：83628 更多资料请访问精品资料网() 作为全球最为出色的特许经营企业之一， 7-Eleven便利店取得的辉煌业绩，除了其先进的经营方式与独特的品牌营销外，支撑其快速发展的另一重要因素就是强大的后方物流支援系统。 As one of the most distinctive enterprise in the world, 7-ELEVEN has won a tremendous success in the filed. Except its advanced and special operation strategies, a strong supporting system is another important factor of its rapid development. 希望通过学生对 7-Eleven便利店物流体系的深入研究，能为中国的便利店业以及特许经营企业的物流体系发展，带来可以借鉴的经验。 The paper is expected to give referential experiences to Chinas convenience store business and franchise enterprise by examining the logistics structure of 7-ELEVEN. 2. 7-Eleven的目标顾客与商品构成 2.7-ELEVEN’s Customers and Structure of Merchandise 从全球范围来看， 7-Eleven便利店的基本立足点是以年轻顾客及收入较高的顾客群体为主要服务对象，提供各种社区服务功能。 On the worldwide scale, 7-ELEVEN defined primary service objects as young people and high income groups provided them with diverse community services. 7-Eleven的顾客定位将会影响它的商品构成，从而进一步影响到它的物流体系构建 。 Customer classification of 7-ELEVEN has influences on choosing category of product and affects logistics system structure. 图1：7-Eleven 店面销售商品结构Fig1: 7-ELEVEN Structure of merchandise 3.7-Eleven的物流战略体系 3. The logistics Strategy System of 7-Eleven 7-Eleven特许经营总部的战略经营目标是使 7-Eleven所有加盟单店成为“周围居民信赖的具有忠诚度的店铺”。 The marketing strategy of 7-ELEVEN headquarter is endeavoring to help all “franchisee” outlets to win the title of “the most trustable CVS around citizens”. 7-Eleven便利店是通过以下三个要素来实现其忠诚度的： 1、只有在7-Eleven能够买到的独特商品；