基于SWOT下7-11便利店营销战略分析.docxVIP

基于SWOT下7-11便利店营销战略分析 内 容 摘 要 随着我国社会经济的快速发展，人们对于消费的需求在不断提升,各种新型零售模式得到发展，逐渐出现在市场中,便利店则是其中具备较强竞争力的典型零售业类型。7-11便利店在1992年便进入中国，也是最早进驻中国市场的便利店。随着7-11在中国市场的开拓，本土的便利店品牌也开始涌现，国内便利店市场逐渐趋向饱和。因此,为了在激烈的竞争中占据更多的优势地位，7-11便利店需将自己的营销战略进行转型升级，适应市场变化。 基于以上背景，本文将重点对7-11便利店的营销战略展开研究。本文对其目前运营状况和营销环境现状进行分析，并结合市场营销4P理论,对其产品策略、价格策略、渠道策略、促销策略现状展开分析，再运用SWOT分析方法，对7-11便利店在营销中的优劣势和机会、威胁等多个方面进行分析和比较,发现其在营销过程中存在以下问题：在规模发展中遇到阻碍，没有及时转变战略；面对多品牌的威胁，品牌推广宣传力度不大；商品的差异化不明显；在进入中国后的本土化程度不够深入等。针对以上问题，本文从规模、品牌、利用信息系统和营销战略多元化等方面为7-11便利店营销战略发展提出以下建议：规模扩张战略下沉，发展三四线城市市场，加强品牌的推广宣传；完善物流配，升级信息系统；优化商品结构，加深商品本土化程度；发展网络营销，拓展线上线下渠道。希望能够给7-11便利店和中国便利店行业的发展提供一点帮助。 关键词：SWOT分析；7-11便利店；营销战略 Based on SWOT Analysis of 7-11s Marketing Strategy Abstract With the rapid development of social economy, urban residents are constantly improving their consumption demand, various new retail models have entered the market, convenience stores are the typical type of retail with strong competitiveness. The 7-11 convenience store entered China in 1992 and was the first convenience store to enter the Chinese market. With the development of 7-11 in the Chinese market, local convenience store brands have also begun to emerge, the domestic convenience store market is gradually becoming saturated. Therefore, in order to occupy a more dominant position in the fierce competition, 7-11 convenience stores need to transform and upgrade their marketing strategy to adapt to market changes. Based on the above background, this paper will focus on the 7-11 convenience store marketing strategy research. This paper analyzes its current operating situation and marketing environment status quo, combined with marketing 4P theory, analyzes its product strategy, price strategy, channel strategy, promotion strategy status quo, and then uses SWOT analysis method to analyze and compare the advantages and disadvantages and opportunities, threats and other aspects of 7-11 convenience stores in marketing, and finds that it has the following problems in the marketing