摘 要 随着 21 世纪世界经济的高速发展和日新月异的社会变化，快节奏的生活方式成了一种社会现象，它带来的生活紧凑感恰恰促成了连锁便利店的发展商机。随着日本便利店 7-11、全家、罗森进入中国市场，我国本土便利店也进入发展的快车道。开店频率高、销售额增长快，同时还受到资本的欢迎，这些都在推动这个行业以前所未有的速度突飞猛进。但我国便利店的发展仍然面临一系列挑战，包括高运营成本，不合理的产品结构和低运营效率。因此本文以中国本土便利店——美宜佳便利店为例，从它在发展和经营过程中所采取的营销策略来研究，找出美宜佳便利店的核心竞争力以及营销策略中存在的问题，据此提出相应的对策。关键词：连锁便利店；营销策略； SWOT 分析AbstractWith the rapid development of world economy and social changes in the 21st century, the fast-paced lifestyle has become a social phenomenon, and the sense of compactness brought by it has precisely created business opportunities for the development of convenience stores. With Japanese convenience stores 7-11, the whole family, and Rosen entering the Chinese market, China's domestic convenience stores have also entered the fast track of development. The high frequency of opening stores, the rapid growth of sales, and the welcome of capital are all driving the industry to leap forward at an unprecedented rate. However, the development of convenience stores in China still faces a series of challenges, including high operating costs, unreasonable product structures and low operating efficiency. Therefore, this article takes Mei Yijia Convenience Store in China as an example to study its marketing strategy, analyze the competitive advantages and existing problems of Mei Yijia Convenience Store in the operation process, and propose corresponding countermeasures.Key words：Chain convenience store; marketing strategy;the analysis of SWOT目 录1绪 论.......................................................
