【摘要】：中國經(jīng)濟的飛速發(fā)展讓消費者的消費水平與日增高,尤其在步伐不斷變快的都市生活里,便利成為消費者追求的核心利益,因此如今在各大城市,便利店迅速擴張。社區(qū)便利店也作為一種新業(yè)態(tài)出現(xiàn)在中國消費者的視野中。但是目前社區(qū)便利店內(nèi)部還有很多問題需要解決。例如,目前很多社區(qū)便利店管理不規(guī)范,有臟亂差現(xiàn)象,與普通商店并無兩樣;社區(qū)便利店核心競爭力沒有提高,社區(qū)便利店最主要的競爭優(yōu)勢就在于它的便利性,目前很多社區(qū)便利店在經(jīng)營過程中忽視這一點;國內(nèi)社區(qū)便利店盈利能力較差,尤其是國內(nèi)社區(qū)便利店相對于從外國引進的便利店來說,不規(guī)范的管理導致客流量較少,盈利能力差。因此本文的目的是推動我國社區(qū)便利店規(guī)范化,增加我國它的核心競爭力,提高我國社區(qū)便利店的盈利能力。本文以社區(qū)便利店為研究對象,對其7P營銷狀態(tài)進行滿意度測評。本文采用文獻搜索法獲取第二手資料,通過問卷調(diào)查法獲取第一手資料,調(diào)查了消費者對其半年內(nèi)經(jīng)常去的社區(qū)便利店的期望值和實際感受值,結論為消費者對社區(qū)便利店的營銷狀況比較滿意。通過重要性——滿意度模型進行分析,來找出社區(qū)便利店目前存在的優(yōu)勢因素、劣勢因素與機會因素和響應因素。最后為社區(qū)便利店的營銷提出意見:優(yōu)化商品組合,添加特色服務;合理調(diào)整定價,提高盈利能力;調(diào)整網(wǎng)點布局,適度進行擴張;創(chuàng)新促銷模式,提高促銷效益;重塑購物環(huán)境,營造時尚氣氛;加強員工培訓,提供優(yōu)質(zhì)服務;加強內(nèi)部管理,優(yōu)化購物流程,希望通過以上措施,來滿足顧客需求,消費者會被吸引,社區(qū)便利店的盈利能力有所提高。
[Abstract]:With the rapid development of China's economy, consumers' consumption level and daily increase, especially in the fast-paced urban life, convenience has become the core interests of consumers, so convenience stores are expanding rapidly in all major cities. Community convenience stores also appear as a kind of new business type in the view of Chinese consumers. But there are still many problems to be solved in community convenience stores. For example, at present, many community convenience stores are not standardized management, there are dirty and messy phenomenon, and ordinary stores are no different; The core competitiveness of community convenience store has not been improved. The main competitive advantage of community convenience store lies in its convenience. At present, many community convenience stores ignore this point in the course of operation. The profitability of domestic community convenience stores is poor, especially for the domestic community convenience stores, compared with the convenience stores imported from foreign countries, non-standard management leads to less passenger traffic and poor profitability. Therefore, the purpose of this paper is to promote the standardization of community convenience stores in China, increase its core competitiveness, and improve the profitability of community convenience stores in China. This article takes the community convenience store as the research object, carries on the satisfaction evaluation to its 7p marketing state. This article uses the literature search method to obtain the second-hand data, through the questionnaire method to obtain the first-hand data, and investigates the consumers' expectations and actual feelings of the community convenience stores that they often visit within half a year. The conclusion is that consumers are satisfied with the marketing status of community convenience stores. Through the analysis of the importance-satisfaction model, we can find out the advantages, disadvantages, opportunities and response factors of the community convenience stores. Finally, the author puts forward some suggestions for the marketing of community convenience stores: optimizing commodity mix, adding characteristic service, adjusting pricing reasonably, improving profitability, adjusting network layout, expanding appropriately, innovating promotion mode and improving promotion benefit. Reshape shopping environment, create fashion atmosphere, strengthen staff training, provide high-quality service; Strengthen the internal management, optimize the shopping process, hope that through the above measures to meet the needs of customers, consumers will be attracted, community convenience stores to improve profitability.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F721.7

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