论文总字数：23209字

摘 要

便利店是满足顾客即刻需求的小型商店，这是其最基本的定位。作为一种零售业态，便利店发展模式不同于超市和卖场，能有效满足顾客快捷方便的消费需求。在经济全球化高度发展之时，市场竞争日益激烈，便利店也被越来越多的商家看到了商机，成为了众多个体商户的投资与经营目标，这使得便利店发展越发同质化，缺乏独特优势。目前我国连锁便利店品牌多达260多个，主要是日资店、本土投资店、商超迷你店和电商线下店。而当前，新零售是一大风口，零售业的风险与机遇并存。

本文以中国区7-11便利店为例，首先通过文献综述探析其营销模式、竞争环境、改革方向等，对7-11便利店进行大致地了解。其次从7-11的宏微观环境入手，探讨得出其优劣势、发展机会以及威胁。接着分析7-11的经营现状，主要包括4P策略、核心竞争力、物流管理方面。最后，在时代变革，新零售登上时代舞台的今天，7-11作为零售业的一份子，应该向哪个方向发展？身为日系品牌如何更好地适应中国市场变化？本文将针对现实情况提出几点建议，7-11的服务不能再局限于店内，局限于线下，局限于已有的商品，应摆脱传统意义上的线下实体店模式，将新零售模式与传统模式相结合。此外，7-11便利店需提高实质性的“便利性”，找准新的商品定位，服务定位，做出特色，更好地适应新常态。

关键词：7-11便利店；经营现状；4P策略；新零售；发展对策

Analysis on the Management Strategy of 7-Eleven Convenience Store in China Market

Abstract

Convenience store is a small store to meet the immediate needs of customers, which is its most basic positioning. As a kind of retail business, the development mode of convenience store is different from that of supermarkets and stores, which can effectively meet customers' fast and convenient consumption needs. With the rapid development of economic globalization, the market competition is becoming increasingly fierce. More and more businessmen have seen the business opportunities of convenience stores, and convenience store has become the investment and business objectives of many individual businessmen, which makes the development of convenience stores more homogeneous and lack of unique advantages. At present, there are more than 260 chain convenience store brands in China, mainly including Japanese stores, local investment stores, super mini stores and offline stores of e-commerce. At present, the new retail is a strong wind, the risks and opportunities of the retail industry coexist.

Taking 7-11 convenience store in China as an example, this paper first analyzes its marketing mode, competitive environment, reform direction, etc. through literature review, and makes a general understanding of 7-11 convenience store. Secondly, from the macro and micro environment of 7-11, the advantages and disadvantages, development opportunities and threats are discussed. Then it analyzes the current situation of 7-11, including 4P strategy, core competitiveness, logistics management, location layout. Finally, with the new retail coming to the stage of the times, 7-11 as a part of the retail industry, which direction should it choose? As a Japanese brand, how to better adapt to the changes in the Chinese market? This paper will put forward some suggestions for the actual situation. The service of 7-11 can no longer be limited to the store, the offline, and the existing goods. We should get rid of the traditional offline store mode and combine the new retail mode with the traditional mode. In addition, 7-11 convenience stores need to improve substantive "convenience", find new commodity positioning, service positioning, make features, and better adapt to the new normal.

Keywords: 7-Eleven Convenience Store, State of Operation, 4P Strategy, New Retail, Development Countermeasure

目 录

摘 要 I

Abstract II

第一章 引 言 1

1.1 研究背景 1

1.2 研究目的 1

第二章 文献综述 3

2.1 7-11便利店营销模式的研究分析 3

2.2 7-11便利店行业竞争环境研究 3

2.3 便利店经营中存在的问题分析 4

2.4 新零售背景下的便利店改革方向研究 4

第三章 7-11便利店宏微观环境分析 6

3.1 宏观环境分析 6

3.1.1 经济环境 6

3.1.2 政治环境 6

3.1.3 社会环境 6

3.1.4 技术环境 6

3.2 微观环境分析 7

3.2.1 7-11企业分析 7

3.2.2 7-11便利店的供应链分析 7

3.2.3 7-11便利店的消费者分析 8

3.2.4 7-11便利店的竞争者分析 8

3.3 7-11便利店的SWOT分析 9

第四章 7-11便利店的经营现状 11

4.1 7-11便利店的4P策略分析 11

4.1.1 产品策略 11

4.1.2 价格策略 12

4.1.3 渠道策略 12

4.1.4 宣传策略 12

4.2 7-11便利店的核心竞争力分析 12

4.3 7-11便利店的物流管理 13

4.4 7-11便利店的选址布局 13

第五章 7-11便利店面临的问题及对策 15

5.1 7-11便利店在新零售背景下面临的问题 15

5.1.1 “新零售”介绍 15

5.1.2 7-11便利店发展中的不足 15

5.2对7-11便利店未来发展的建议 16

第六章 总结 19

致 谢 20

参考文献 21

第一章 引 言

1.1 研究背景

2018年，无人商店及无人货架退潮等因素为零售业带来一定的负面影响，但得益于政策支持与资本投入，整体的便利店行业仍保持稳定高速增长，行业增速达到19%，实现销售额2264亿元，门店数量达到12.2万家，单店日均销售额接近5300元，较去年同期增长约7%。数据显示2018年便利店行业企业发展指数为65.0，营商环境指数为54.0，市场竞争指数为80.6，人才储备指数为54.4，均高于荣枯线。经济的快速发展，人口结构的变迁，新一代消费群体的崛起，便利快捷的体验，使得便利店备受青睐，在零售业态中以独特的销售形式一枝独秀。发达国家中，以欧洲为例，便利店行业占其社会零售总额的5%到6%；而在中国，仅占1%到2%。据业界经验，一家便利店需要由3000人支撑，日本1.2亿人口，共拥有5万家便利店；美国3.2亿人口支撑起15万家便利店，市场趋于饱和。而我国近14亿人口，需要20万家便利店，市场缺口巨大，便利行业前景可观。

表1.1 中国便利店销售额与门店数变化趋势

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