便利店营销策划毕业论文摘要:近年来,由于大型卖场的数量不断增加,中小型卖场由于在商品品种以及经营项目、经营理念的落后,加上经营成本居高不下,导致生存空间越来越小,从而引发了业态的变革,产生了居于超市和小型杂货铺的另外一种业态---便利店。由于便利店具有能在最大程度上满足消费者需求的特殊功能,因此他拥有很大的市场竞争力,其在未来的发展趋势上应是越来越好,越来越规范化,迷你便利店营销策划是笔者基于对便利店的基本了解和未来职业规划的前提下确定的研究对象。本文在借鉴国内外研究理论的基础上,主要采用实证研究方法、文献研究、SWOT分析等方法,对便利店的概念,哈尔滨便利店的发展趋势和迷你便利店项目的可行性进入深入的论证,研究了迷你便利店自身的经营状态所处的优势劣势,以及迷你便利店在发展的过程中所遇到的机会和威胁,从而找出适应社会需求、消费需求的迷你便利店营销策划方案。关键词:迷你便利店;营销策划MiniConvenienceStoreMarketingPlanningAbstract:Inrecentyears,duetotheincreasingnumberoflargestores,smallstoresbecauseofvarietyofgoodsaswellasprojectmanagement,managementideaisbackward,andhighoperatingcosts,leadingtomoreandmoresmalllivingspace,therebytriggeringtheformatchange,producedinthesupermarketsandsmallgrocerystoreinaformat-,petitiveness,itstrendofdevelopmentinthefutureshouldbegettingbetterandbetter,moreandmorestandardization,,mainlybythemethodofempiricalresearch,literatureresearch,SWOTanalysisandothermethods,theconceptofconveniencestores,conveniencestoresinHarbinandthedevelopmenttrendofminiconveniencestoreprojectfeasibilitytofurtherstudy,studytheminiconveniencestoresitsownoperationstheadvantagedisadvantage,aswellasminiconveniencestoresinthedevelopmentprocessfacedopportunitiesandthreats,inordertofindouttheadaptationsocietydemand,:Miniconveniencestore;Marketingplanning目录1绪论.................................................................................................................................................-3-...................................................................................................................-3-..............................................................................................................................-3-.......................
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