摘要随着经济全球化进程的加快和我国经济的快速发展,便利店作为一种新兴的零售业态。创建于日本的全家便利店（FamilyMart），经2004年打入中国打入市场，在上海迅速崛起，其成功之处在于准确的营销策略选择。全家通过需求定位、品牌建设、配送管理以及准确的营销模式不断成长，逐渐发展成一家独大的地位。本文通过研究分析全家取得的成功经验，根据STP战略和4P营销战略对其营销策略进行归纳总结，为上海便利店的发展选择经营模式提供经验。关键词全家便利店；营销策略；STP战略Abstract:WiththeaccelerationoftheprocessofeconomicglobalizationandtherapiddevelopmentofChina'seconomy,conveniencestoresasanewretailformats.FoundedinJapan,theconveniencestorenamed”quanjia”（FanmiyMart）,the2004intoChinaintothemarket,therapidriseinShanghai,itssuccessliesinthechoiceofmarketingstrategy.Thewholefamilythroughthedemandforpositioning,brandbuilding,distributionmanagementandaccuratemarketingmodelcontinuestogrow,andgraduallydevelopedintoadominantposition.Inthispaper,throughtheanalysisofthesuccessfulexperienceofthe“quanjia”,accordingtoSTPstrategyand4PmarketingstrategytosumuptheirbusinessmodelforthedevelopmentofShanghaiconveniencestoretoprovidebusinessmodeltoprovideexperience.Keywords:”quanjia”conveniencestore;marketingstrategy;STPstrategy目录引言......................................................................21全家便利店背景介绍......................................................21.1FamilyMart简介....................................................21.2全家的组织结构.....................................................21.3全家的布局格式.....................................................31.3.1店面设计.....................................................31.3.2商品陈列.....................................................42全家便利店经营模式选择..................................................42.1传统超市经营模式介绍...............................................42.1.1联营.........................................................42.1.2联销.........................................................42.1.3租赁.........................................................42.2全家便利店经营模式概述.............................................53全家便利店营销策略分析..................................................53.1精准的需求定位.....................................................53.1.1市场细分.....................................................53.1.2目标市场.....................................................53.1.3个性化需求...................................................63.2自有的品牌建设.....................................................73.2.1促销传播.....................................................73.2.2广告传播.....................................................73.2.3微博公关传播.................................................83.2.4网络品牌传播.................................................83.3一流的供应链管理系统...............................................83.3.1需求管理系统.................................................83.3.2供应管理系统.................................................93.3.3物流配送系统................................................103.3.4采购与库存管理系统..........................................103.3.5软硬件基础支持系统..........................................113.44P营销策略.......................................................113.4.1产品.............................................
