成都全家便利店新品便当营销策划的方案--毕业论文.docxVIP

本 科 生 毕 业 论 文题目：成都全家便利店新品便当营销策划方案教学单位 管理学院姓 名 学 号 年 级 专 业 市 场 营 销指导教师 职 称 副 教 授 年月日摘 要近年来，由于生活节奏的加快，居民的空闲时间越来越少，便利店配合各种便民服务措施加上营业时间长、紧邻住宅区而适应了现代人的生活方式，逐渐成为零售业态发展的新宠。全家便利店即是众多便利店中较为典型的代表。为了吸引更多消费者，成都全家便利店准备推出一款新品便当。本文通过对成都便利市场宏观环境和微观环境的仔细分析，找出全家便利店推出新品便当的有利条件和劣势，得出有必要推出新品便当的结论。再根据市场营销学知识，将全家便利店的消费市场进行细分，锁定目标市场之后，给拟推出的便当一个准确定位。最后从产品、价格、渠道、促销四个方面为新产品的上市提出具体实施计划。本文的实际意义在于，立足于具体的产品，更有针对性和实用性，没有空谈理论，相关意见建议可以直接运用到成都全家便利店该新品的推广工作上。关键字：全家便利店； STP战略； 4PS策略；新品便当。AbstractIn recent years,with the quickening pace of life, the free time of people get less and less, the convenience store has become the new darling with the development of the retail trade, with a variety of convenience services and long hours of business, close to the residential area and adapt to the modern way of life. Family Mart is a typical representative of many convenience stores.In order to attract more consumers,Chengdu Family Mart convenience store is ready to launch a new lunch.Based on the analysis of the macro environment and micro environment of Chengdu convenienceMarket, Ifind out the advantages and disadvantages of the Family Mart convenience store to launch new products,come to the conclusion that it is necessary to introduce new products.According to the marketing knowledge,I make the consumer market of the Family Mart convenience storesubdivided, and then locked the target market; give out an accurate positioning to the products will be launched.Finally, from the four aspects of product, price, channel, promotion for the listing of new products put forward the specific implementation plan.The practical significance of this paper lies in; it wasbased on the specific products,so it was more targeted and practical, without talk theory,related comments and suggestions can be directly applied to the Chengdu Family Mart convenience store in the promotion of the new work.Key words: Family Mart;STP strategy; 4PS strategy; new product convenience.目 录绪论 近几年，随着电子商务的崛起，传统零售业态受到强烈