[论文]全家便利店中国市场营销渠道研究

本科论文摘要零售业有着悠久的历史，是连接消费者和生产商之间必不可少的环节，在流通体系中占据主体地位。零售行业已经从广泛的发展过渡到复杂的管理，更加关注每个细节。近年来，随着人们生活方式和购买习惯的变化，零售业也在经历着一次又一次的变革，不断创新并在不断发展着。这就需要便利店需要及时调整其营销渠道策略，以适应不断变化的需求。本文通过对全家便利店中国市场营销渠道进行研究，分析其营销渠道，并改进全家便利店在中国市场的营销渠道，来提升企业竞争力和利润。首先文章通过市场营销、营销渠道等理论解读研究主体；通过分析全家便利店中国市场营销现状，发现其渠道方面存在的不足；其次通过外部环境 PEST 分析，波特五力环境分析，内部环境 SWOT 分析了全家便利店中国市场营销环境；再次分析了全家便利店营销渠道存在的问题及问题原因，明确全家便利店在中国市场存在的渠道问题，并针对现存问题提出解决对策，来帮助全家便利店提高竞争力，扩大市场占有率、提高市场份额。关键词：全家便利店；中国市场；市场营销；营销渠道；本科论文Abstract The retail industry has a long history, is an indispensable link between consumers and manufacturers, and occupies a dominant position in the circulation system. The retail industry has transitioned from extensive development to complex management, paying more attention to every detail. In recent years, with the changes in people's lifestyles and buying habits, the retail industry has also undergone changes time and time again, constantly innovating and developing. This requires convenience stores to adjust their marketing channel strategies in a timely manner to adapt to changing needs.This article studies the marketing channels of family convenience stores in China, analyzes their marketing channels, and improves the marketing channels of family convenience stores in the Chinese market to enhance corporate competitiveness and profits. First, the article interprets the research subject through theories of marketing, marketing channels, etc .; b...