I摘要便利店,英文简称 CVS(Convenience Store),是一种用以满足顾客应急性、便利性需求的零售业态。便利店作为一种独特的商业零售形态,并结合便利店的快速发展,对此国内外的学者进行了相关研究。本文借鉴国内外便利店发展的成功经验,分析影响便利店业态发展的因素,并以著名品牌 7-Eleven 便利店为例。7-Eleven 便利店是中国国内最大的便利店,同时也是世界上最大的便利店连锁集团,是以向顾客提供精选食品、快餐、饮料、乳制品、衣料、杂货及其他日用品以及特选商品,来寻求最低价格的服务为经营特色。 目前,它的30,000 多家店铺分布在世界 18 个国家和地区,全世界每天有超过 2 千万人次的顾客,接受着“7-Eleven”提供的 24 小时全天侯便利服务。在市场竞争激烈的大背景下,“7-Eleven”便利店通过在细分目标市场创立自己的服务差异化,取得了与其他零售业态显著不同的竞争优势,被公认为是现今全球连锁便利店的楷模。中国 “7-Eleven”便利店之所以取得如此辉煌的业绩,其先进的经营方式与独特的品牌营销、强大的后方物流支持系统是“7-Eleven”便利店成功的奥秘,同时也为我国连锁便利店的经营和发展提供了一种新思路。本文在此基础上系统探讨 7-Eleven 便利店发展对策,为现在和将来 7-Eleven 便利店的发展提供实际指导。 关键词:7-Eleven;便利营销;中国便利店营销;营销策略;IIAbstractConvenience store, CVS (Convenience Store), is a kind of used to meet customer demand for acute, convenience retail formats. Convenience store as a unique form of commercial retail, combined with the rapid development of convenience stores, scholars at home and abroad have carried out relevant research. In this paper, learn from the successful experience of domestic and international development of convenience stores, convenience stores development factors, and to the famous brand 7-Eleven convenience stores, for example, 7_Eleven convenience store is Japan's largest convenience store, but also the world's largest convenience store chain group, is to provide customers with the selection of food, fast food, drinks, dairy products, clothing, ...