便利店营销策划毕业论文.doc

摘要：近年来，由于大型卖场的数量不断增加，中小型卖场由于在商品品种以及经营项目、经营理念的落后，加上经营成本居高不下，导致生存空间越来越小，从而引发了业态的变革，产生了居于超市和小型杂货铺的另外一种业态---便利店。由于便利店具有能在最大程度上满足消费者需求的特殊功能，因此他拥有很大的市场竞争力，其在未来的发展趋势上应是越来越好，越来越规范化，迷你便利店营销策划是笔者基于对便利店的基本了解和未来职业规划的前提下确定的研究对象。本文在借鉴国内外研究理论的基础上，主要采用实证研究方法、文献研究、SWOT分析等方法，对便利店的概念，哈尔滨便利店的发展趋势和迷你便利店项目的可行性进入深入的论证，研究了迷你便利店自身的经营状态所处的优势劣势，以及迷你便利店在发展的过程中所遇到的机会和威胁，从而找出适应社会需求、消费需求的迷你便利店营销策划方案。 关键词：迷你便利店；营销策划 Mini Convenience Store Marketing Planning Abstract：In recent years, due to the increasing number of large stores, small stores because of variety of goods as well as project management, management idea is backward, and high operating costs, leading to more and more small living space, thereby triggering the format change, produced in the supermarkets and small grocery store in a format - convenience store. Because of convenience stores in the greatest extent to meet consumer demand for special functions, so he has great market competitiveness, its trend of development in the future should be getting better and better, more and more standardization, mini convenience store marketing plan is based on the author of convenience stores of basic knowledge and future occupation planning under the premise of identified object of study. Based on the research from home and abroad on the basis of the theory, mainly by the method of empirical research, literature research, SWOT analysis and other methods, the concept of convenience stores, convenience stores in Harbin and the development trend of mini convenience store project feasibility to further study, study the mini convenience stores its own operations the advantage disadvantage, as well as mini convenience stores in the development process faced opportunities and threats, in order to find out the adaptation society demand, consumption demand Mini convenience store marketing plan. Key words: Mini convenience store; Marketing planning 目录 1 绪论 - 3 - 1.1 研究背景及意义 - 3 - 1.2 研究方法 - 4 - 1.3 论文框架 - 4 - 2 理论综述 - 5