上海市全家便利店发展研究.docxVIP

上海市全家便利店发展研究 摘 要：便利店不断变化的市场反映在许多方面，例如通勤距离、交通、时间、空间、消费者购买力等诸多方面。例如，远离消费者居民区，消费者需要搭乘交通才能到达；各个大型商圈，商品种类的杂多在消耗了消费者时间的同时也减低了消费者的购买欲望；想要在这样环境的商店下购买少量商品或满足眼前需求的商品无法达到消费者满足日常便利的绣球，因此人们需要满足便利需求的小型市场。而上海全家便利店作为一种可以满足客户强烈便利需求的零售形式，正在上海零售市场中快速发展。 便利店作为一种用以满足顾客应急性、便利性需求的零售业态，上海市全家便利店一度在上海零售市场发展迅猛，本文利用迈克尔波特的成本优势原理以及产业价值链理论为本文研究的理论基础，重点分析上海市全家便利店在运营过程中产业价值链中成本优势的分析，通过建立完整的物流配送体系、对商品进行重新定价、制定品牌化营销策略、增强企业员工服务意识、?保障基层员工利益提出全家便利店持续发展的对策。 关键词：便利店 价值链 竞争战略 零售业态 战略管理 竞争优势 对策 Researchon the development of family convenience store in Shanghai Abstract:The ever-changing market of convenience stores is reflected in many aspects, such as commute distance, transportation, time and space, and consumer purchasing power. For example, far away from the consumers residential area, consumers need to take traffic to reach; various large commercial districts, the variety of goods consumes the consumers time while reducing the consumers desire to buy; want to shop in such an environment The purchase of a small number of products or products that meet the immediate needs cannot reach the hydrangea that consumers meet for daily convenience, so people need a small market that meets the needs of convenience. As a form of retail that can meet the strong convenience needs of customers, Shanghai Family Convenience Store is rapidly developing in the Shanghai retail market. Convenience store is a retail format used to meet customers emergency and convenience needs. Shanghai family convenience store was developed rapidly in Shanghai retail market. This paper uses Michael Porters cost advantage principle and industrial value chain theory for the study Theoretical basis, focusing on the analysis of the cost advantage in the industrial value chain of Shanghais family convenience stores during operation, through the establishment of a complete logistics distribution system, repricing of commodities, formulation of branded marketing strategies, enhancement of enterprise staff service awareness, and protection The