EMBA学位论文
作者：吴传英
M便利店公司东莞市连锁门店营销策略优化研究
M便利店公司东莞市连锁门店营销策略优化研究
中文摘要
随着中国经济的高速增长，以及新零售时代的到来，零售业中的一个重要分
支——便利店业态，得到快速的发展。除本土便利店外，外资便利店品牌也陆续
进入中国市场。根据中国连锁经营协会的数据显示，截止 2020年底，我国便利
店数量已接近 20万家。与此同时，随着便利店数量和规模的不断增加，各门店
之间的同质化竞争问题、单店经营和盈利能力问题却日益凸显。如何在激烈的市
场竞争中，提升门店的营销能力、提高门店的收益，是广大便利店从业者急需关
注和解决的问题。
本文以M便利店公司东莞市连锁门店为研究对象，聚焦东莞市连锁门店市场
营销问题，运用STP理论、7Ps理论、4Cs理论、人货场理论等，以PEST、波特
五力模型为分析工具，借鉴国内外研究者对便利店营销的研究成果，分析了M
公司东莞市连锁门店的营销现状。通过消费者问卷调查、门店经营者访谈、公司
总部人员访谈等方法，分析了M公司东莞市连锁门店在营销方面存在的问题及原
因，并针对存在的问题，提出了相应营销策略的优化方案，以及确保营销方案能
够得以执行的相关保障措施。
本文的研究成果，对于提升M公司东莞市连锁门店的营销管理水平和竞争能
力具有指导意义，对于M公司其它区域的门店有参考价值，对于连锁便利店同行
也具有一定的借鉴意义。
关键词：连锁门店，营销策略，策略优化
EMBA学位论文
作者：吴传英
M便利店公司东莞市连锁门店营销策略优化研究
RESEARCH ON M CONVENIENCE STORE
COMPANY DONGGUAN CHAIN STORE MARKETING
STRATEGY OPTIMIZATION
Abstract
With the rapid growth of China's economy and the arrival of the new retail era,
an important branch of the retail industry -- convenience stores, has been rapidly
developing. In addition to local convenience stores, foreign convenience store brands
have also entered the Chinese market. The number of convenience stores in China
reached nearly 200,000 by the end of 2020, according to the China Chain Store and
Franchise association. At the same time, with the increasing number and scale of
convenience stores, homogenized competition among stores, single store operation
and profitability are increasingly prominent. In the fierce market competition, how to
improve the operation capacityof stores, improve the revenue ofstores, is the
majority of convenience store need to pay attention to and solve the problem.
In this paper, M convenience store company Dongguanchain stores as the
research object, focus on the marketing of chain stores in Dongguan. with PEST,
Porter five forces as analysis tools, the use of human goods yard theory, STP theory,
7Pstheory, 4Cstheory, referenceto thedomesticand foreignresearchers of
convenience store marketing research results, analysis of M Dongguan chain stores
marketing status. By means of consumer questionnaire survey, this paper analyzes the
existing problems and reasons in marketing of M chain stores in Dongguan city, and
puts forward the optimization plan of marketing strategy in view of the existing
problems,aswellasthecorrespondingguaranteemeasurestoensurethe
implementation of marketing plan.
The research results of this paper are of guiding significance to the promotion of
marketing management level and competitiveness of M chain stores in Dongguan city,
as well as reference value for stores in other regions of M Company and convenience
store chain peers.
Keywords: chain stores, marketing strategy，strategy optimize
EMBA学位论文
作者：吴传英
M便利店公司东莞市连锁门店营销策略优化研究
目录
中文摘要.......I
Abstract..................II
第一章绪论..........1
1.1研究背景和意义...............1
1.1.1研究背景..............1
1.1.2研究意义..............2
1.2研究思路与内容...............2
1.2.1研究思路..............2
1.2.2研究内容..............3
1.3研究方法和工具...............3
1.3.1研究方法..............3
1.3.2研究工具..............4
第二章相关理论基础.........5
2.1营销策略相关理论...........5
2.1.1 STP理论...............5
2.1.2 7Ps理论................6
2.1.3 4Cs理论 ...............7
2.2连锁零售相关理论...........8
2.3连锁零售营销策略相关研究.........9
第三章 M公司东莞市连锁门店营销现状与问题分析 .........13
3.1公司简介..................13
3.1.1M公司概况.................13
3.1.2M公司发展模式................13
3.1.3M东莞市连锁门店概况...........14
3.2 M公司东莞市连锁门店营销现状..............14