近年来，实体零售企业的经营发展面临着越来越严峻的考验，尤其是在一线城市。 一方面，在相同售价情况下，一线城市由于有着较高的房租和人力成本固定支出，对 门店而言他的盈亏平衡点就相对更高；另一方面，在互联网带来的新兴媒介的介入下， 丰富了人们原本单一的购物模式，同时，也加快了新产品的更新迭代速度。这些都使 得实体零售企业面临着严峻的考验。因此，零售实体企业调整自己的传统营销策略变 得迫在眉睫，否则会面临被市场淘汰出局的风险。 本文主要调查对象上海 M 爆米花店，是一家开立在徐汇区商场内的，现制现售 爆米花品牌店，生产与售卖可以在店铺内一体化完成，是众多零售食品业中的一员。 从 2011 年至今，M 美式爆米花品牌积累了 8 年的行业经验。其选用美国进口非转基 因饱满玉米粒，椰子油包裹表皮受热均匀，加上考究温度控制的爆米花制作工艺，每 一颗诱人的爆米花带给顾客味蕾上的新体验，口味不断研发更新，目前包括焦糖、巧 克力、海苔、芝士、奶油、榴莲等等在内的十余种选择。区别于传统爆米花，该产品 的新鲜口感是独特的，坚持每天现制现售，保持爆米花的酥脆可口。 本文结合市场营销的相关理论，对 M 爆米花店在营销策略中存在的各种问题提 出了解决办法和优化措施，旨在通过学习到的市场营销理论和手段有效提高该店利润 情况，实现店铺的可持续发展。本文对 M 爆米花店铺目前的经营现状进行分析，包 括其所处的外部宏观环境、以及行业竞争环境、目前的市场营销策略，指出 M 爆米 花店在目前的营销策略过程中存在的主要问题，从而进一步有针对性的确定市场营销 策略的优化措施。依据 7PS 理论、4C、4V 理论的演进，从产品的丰富策略、价格优 化策略、创新促销方案、落实有形展示策略等方面提出优化方案。同时探讨了取得总 部支持、健全培训机制等一系列保障措施，以确保各项营销策略能够有效实施，使店 铺的营运效率和营运成果提升到更高的台阶。 关键词，7PS 理论；4C 理论；4V 理论；零售食品；营销策略III Abstract In recent years, the operation and development of physical retail enterprises are facing more and more severe tests, especially in first-tier cities. On the one hand, with the same selling price, the break-even point of stores in first-tier cities is relatively higher due to higher rent and fixed labor costs. On the other hand, with the intervention of emerging media brought by the Internet, people's original single shopping mode has been enriched, and at the same time, the update and iteration speed of new products has been accelerated. These all make the entity retail enterprise faces the severe test. Therefore, if retail enterprises cannot adapt to the new era background and adopt accurate marketing strategies, they may be eliminated from the market. The main object of this paper is the M popcorn store in Shanghai, which is a brand store established in the shopping mall in xuhui district. The production and sales can be completed in the store, and it is one of the many retail food businesses. Since 2011, M American popcorn brand has accumulated 8 years of industry experience. The United States of imported non-gmo full corn, coconut oil parcel epidermis heated evenly, coupled with exquisite temperature control of popcorn production process, each a tempting popcorn bring customers to taste new experience, taste will continuously develop, at present, including caramel, chocolate, seaweed, cheese, cream, durian and so on, more than 10 kinds of choice. Different from traditional popcorn, the fresh taste of this product is unique. It is made and sold every day to keep the popcorn crisp and delicious. Based on the relevant marketing theories, this paper proposes solutions and optimization measures to various problems existing in the marketing strategy of M popcorn store, aiming to improve the sales volume of the store and achieve the sustainable development of the store. This paper analyzes the current operating status of M popcorn shop, analyzes its macro environment, industry competition environment and existing marketing strategy, points out the main problems in the current marketing strategy process of M popcorn shop, and further determines the optimization measures of marketingIV strategy. Including product enrichment strategy, price optimization strategy, innovative promotion plan, implementation of tangible display strategy. At the same time, a series of guarantee measures such as obtaining support from headquarters and perfecting training mechanism are discussed to ensure the effective implementation of various marketing strategies and increase the turnover of the store. Keywords，7PS; 4C; 4V; Retail food; The marketing strategy目录 致谢....................................................................I 摘要...................................................................II Abstract..............................................................III 第 1 章 绪 论............................................................1 1.1 研究背景及意义....................................................1 1.1.1 选题背景 ......................................................1 1.1.2 研究目的 ......................................................2 1.1.3 研究意义 ......................................................2 1.2 国内外研究现状....................................................3 1.2.1 国外研究现状 ..................................................3 1.2.2 国内研究现状 ..................................................4 1.3 研究方法..........................................................6 1.4 研究思路与结构....................................................7 1.5 创新点............................................................9 第 2 章 理论基础........................................................10 2.1 STP 理论 .........................................................10 2.1.1 市场细分 .....................................................10 2.1.2 目标市场 .....................................................11 2.1.3 市场定位 .....................................................11 2.2 7Ps 理论 .........................................................11 2.2.1 7Ps 营销理论的发展 ...........................................112.2.2 7Ps 营销理论的核心 ...........................................12 2.3 4C 理论 ..........................................................13 2.3.1 4C 理论的作用 ................................................13 2.3.2 4C 理论的不足 ................................................13 2.4 4V 理论 ..........................................................14 2.4.1 4V 理论的组合分析 ............................................14 2.4.2 4P-4C-4V 理论的演进 ..........................................14 第 3 章 M 爆米花店经营环境分析 ..........................................16 3.1 M 爆米花店宏观环境分析 ...........................................16 3.1.1 法律政策因素 .................................................17 3.1.2 经济因素 .....................................................19 3.1.3 科技因素 .....................................................21 3.1.4 社会因素 .....................................................21 3.2 M 爆米花店行业竞争环境分析 .......................................23 3.2.1 主要竞争者分析 ...............................................23 3.2.2 主要替代品分析 ...............................................27 3.2.3 潜在进入者分析 ...............................................27 3.3 M 爆米花店的内部环境分析 .........................................28 3.3.1 M 爆米花店的介绍 .............................................28 3.3.2 M 爆米花店的系列产品 .........................................31 3.3.3 M 爆米花店财务数据分析 .......................................34 第 4 章 M 爆米花店营销策略现状及存在问题 ................................36 4.1 目标市场及策略...................................................364.2 营销策略分析.....................................................36 4.2.1 产品策略 .....................................................36 4.2.2 价格策略 .....................................................37 4.2.3 渠道策略 .....................................................37 4.2.4 促销策略 .....................................................38 4.2.5 人员策略 .....................................................38 4.2.6 有形展示策略 .................................................39 4.2.7 服务过程策略 .................................................39 4.2.8 M 爆米花店周边市场调研数据 ...................................39 4.3 M 爆米花店营销策略现有不足之处的分析 .............................42 4.3.1 目标市场定位不清晰 ...........................................42 4.3.2 产品缺乏创新性 ...............................................42 4.3.3 价格差异化不明显 .............................................43 4.3.4 渠道维护能力弱 ...............................................43 4.3.5 推广力度不足 .................................................43 第 5 章 M 爆米花店营销改进策略 ..........................................44 5.1 优化市场战略.....................................................44 5.1.1 明确市场细分 .................................................44 5.1.2 扩大目标市场 .................................................45 5.2 针对 7Ps 的营销改进策略...........................................46 5.2.1 优化产品线 ...................................................46 5.2.2 拓宽销售渠道 .................................................47 5.2.3 完善定价策略 .................................................485.2.4 合理安排促销 .................................................49 5.2.5 重视员工和顾客 ...............................................50 5.2.6 完善有形展示 .................................................51 5.2.7 重视过程控制 .................................................52 第 6 章 M 爆米花店营销改进策略的实施保障 ................................53 6.1 加盟商总部的支持.................................................53 6.2 健全培训机制.....................................................53 6.3 信息系统建设.....................................................54 6.4 加强产品质量管理.................................................55 6.5 门店营销团队的建立...............................................56 6.6 联动营销机制的建立...............................................57 6.7 建立 M 爆米花店营销策略优化后的绩效考核机制.......................57 第 7 章 结论............................................................59 7.1 结论.............................................................59 7.2 不足.............................................................59 7.3 未来研究展望.....................................................60