商业便利店新零售模式的探讨.docx

摘要

随着零售4.0时代的到来，O2O和新零售等概念已在中国出现，这引发了零售和电子商务行业的零售升级浪潮。便利店作为零售业的一种重要形式，随着互联网发展、顾客需求提高、新零售出现，传统便利店生存和发展面临着困境，因此本文尝试从新零售的角度进行营销策略研究，思考如何在新零售背景下，对商业便利店进行升级改造，适应日益变化的市场竞争，实现进一步盈利的可能。

文章研究了主题的背景，参考相关文献，以及了解便利店和服务设计的当前发展趋势，并阐明研究目的，意义以及方法。之后，对传统便利店和新零售进行概述分析，简明论述了相关的理论基础，如网络营销理论、消费心理理论以及新零售营销理论。再通过对当下商业便利店经营模式的发展和出现的问题与案例中新零售便利店——便利蜂进行对比分析，得出文章的主要结论：基于新零售的商业便利店营销模式策略。

文章结合新零售，围绕顾客需求，对便利店的服务需求进行了营销模式创新策略，希望能够为商业便利店的转型升级提供切实可行的建议和思路。

关键词：新零售；便利店；模式设计

ABSTRACT

Withtheadventoftheretail4.0era,conceptssuchasO2OandnewretailhaveemergedinChina,whichhastriggeredawaveofretailupgradesintheretailande-commerceindustries.Conveniencestoresareanimportantformofretailindustry.WiththedevelopmentoftheInternet,increasedcustomerdemand,andtheemergenceofnewretail,thesurvivalanddevelopmentoftraditionalconveniencestoresarefacingdifficulties.Undertheretailbackground,upgradeandreformcommercialconveniencestorestoadapttochangingmarketcompetitionandrealizethepossibilityoffurtherprofitability.

First,thisarticlestudiesthebackgroundofthetopic,relatedliterature,understandsthecurrentdevelopmenttrendofconveniencestoreandservicedesign,andclarifiestheresearchpurpose,meaningandmethod.Then,thetraditionalconveniencestoresandnewretailaresummarizedandanalyzed,andtherelatedtheoreticalfoundationsarebrieflydiscussed,suchasnetworkmarketingtheory,consumerpsychologytheoryandnewretailmarketingtheory.Afterthat,throughacomparativeanalysisofthecurrentbusinessconveniencestorebusinessmodeldevelopmentandemergingproblemsandthecaseofthenewretailconveniencestore-ConvenienceBeeinthecase,itisconcludedthatthestrategyofthebusinessconveniencestoremarketingmodelbasedonnewretail.

Thisarticlecombinesnewretail,andfocusesoncustomerneedstocarryoutmarketingmodelinnovationstrategiesfortheserviceneedsofconveniencestores,h