【正文】 畢 業(yè) 論 文 (設(shè)計(jì) )用 紙 佳木斯大學(xué)教務(wù)處 第 頁 I 摘 要 隨著社會(huì)的發(fā)展，人們文化水平的提高以及物質(zhì)生活水平的增長，便利店已經(jīng)進(jìn)入我們的生活 。 連鎖便利店有其鮮明的特征。它以向消費(fèi)者提供方便為第一原則，并在經(jīng)營管理方面追求高效。在 現(xiàn)代 商業(yè)領(lǐng)域中，連鎖便利店作為零售業(yè)的新寵正異軍突起，并以前所未有的速度在全球擴(kuò)展 ，生活節(jié)奏的加快使得它是一種非常有競爭力的零售業(yè)態(tài) , 在國內(nèi)雖然已經(jīng)出現(xiàn)了好多年，但其經(jīng)營狀況并不是很理想，與國際成功的便利店經(jīng)營者有著很大的差距。 中國作為人 口第一大國，在經(jīng)濟(jì)飛速發(fā)展的前提下便利店在我國市場應(yīng)該有很大的利潤空間。我們可以看出，發(fā)源于美國的便利店是在移植到日本后得到飛速發(fā)展的，其后又在臺(tái)灣被加以推廣。其中原因在于日本和臺(tái)灣地域狹小，人口眾多、密集度相當(dāng)高，居民出行購物很大程度上還是依靠步行，會(huì)更多地考慮便利的因素。 同樣 原因，在國內(nèi) 中心城市與沿海城市，便利店也會(huì)有著較大的生存空間。但是，在迅速發(fā)展的同時(shí) ,由于定位不明確 ,特點(diǎn)不突出 ,營銷策略不足等 ,使得我國便利店無法發(fā)揮其獨(dú)特的優(yōu)勢。 我國便利店要進(jìn)一步發(fā)展，就必須實(shí)施連鎖經(jīng)營，充分發(fā)揮規(guī)模優(yōu)勢，構(gòu) 建高效的物流配送系統(tǒng)，提高產(chǎn)品的開發(fā)能力，在充分發(fā)揮便利店功能的基礎(chǔ)上，滿足人們?nèi)找嬖鲩L的個(gè)性化需求。只有這樣，才能降低我國便利店的經(jīng)營成本，提高效率，從而擺脫虧損的局面，進(jìn)一步發(fā)展。 因此 ,現(xiàn)在有必要就便利店的發(fā)展?jié)摿M(jìn)行分析并對其日后的經(jīng)營提出可行性設(shè)想 ，結(jié)合我國市場特點(diǎn)有針對的展開營銷，我國便利店行業(yè)必將潛力無限。 關(guān)鍵詞 ： 便利店；困境；潛力 畢 業(yè) 論 文 (設(shè)計(jì) )用 紙 佳木斯大學(xué)教務(wù)處 第 頁 II ABSTRACT With the social development and the enhancement of the level of people’s cultural and material lives, Convenience store chain has its own distinct characteristics. It is convenient to consumers as the first principle, and the pursuit of efficient business management. In the field of modern business, the retail chain convenience stores, as is the new darling of the rise, and at an unprecedented rate in the global expansion of the convenience store has filtered into our lives already, and has been made a very petitive retail format by the quickening pace of modern society. However, its operation situation is not quite satisfying, far behind successful international convenience store operators, though it has been in our country for years. China has the largest population in the world. Therefore, the convenience store arising in the market of such a country should have a great interest gap under the premise of rapid economic development. And we can see that the convenience store originated in the . didn’t develop fast until transported into Japan and later spread all over Taiwan. The reasons are that these two regions are small and narrow with large highlyintensive populations and that residents go shopping on foot to a great extent, resulting in their taking into consideration convenience. The same reason, in the domestic central cities and coastal cities, convenience stores will also have a larger living space. However, the rapid development, as a result of positioning is not clear, the characteristics of nonobvious lack of marketing strategy, making China39。s convenience store can not play its unique advantages. Convenience stores in China to further develop, it is necessary to implement the chain and give full play to advantages of scale, build a highly efficient logistics system to enhance product development capacity, give full play to the convenience stores in the basis function to satisfy the increasing demand for personalization. The only way to reduce China39。s convenience store operating costs, improve efficiency, in order to shake off lossmaking situation, the further development of therefore, it is necessary to the development of convenience stores on an analysis of the potential and feasibility of future business to the idea of bining the characteristics of China39。s market launch targeted marketing, convenience store industry in China is bound to an unlimited potential.. 畢 業(yè) 論 文 (設(shè)計(jì) )用 紙 佳木斯大學(xué)教務(wù)處 第 頁 III Key word： Convenience stores。 plight。 potential 畢 業(yè) 論 文 (設(shè)計(jì) )用 紙 目 錄 摘要 Ⅰ Abstract Ⅱ 前言 1 一、 當(dāng)今世界便利店發(fā)展情況概述 2 （一） 便利店行業(yè)起源 2 （ 二 ） 便利店 服務(wù)方式 2 （三） 便利店的經(jīng)營模式 4 （四） 便利店四個(gè) “ 便利性 ” 特征 5 二、 當(dāng)前我國便利店經(jīng)營現(xiàn)狀和存在問題 7 （一） 定位模糊和經(jīng)營理念不明確 7 （二） 便利店選址與其他業(yè)態(tài)重疊 7 （三） 信息管理技術(shù)落后，物流配送嚴(yán)重滯后 9 （ 四 ） 商品缺乏特色，延伸服務(wù)極少 競爭力偏低 10 （五）管理方式、配 套技術(shù)落后，人才缺乏企業(yè)競爭力低 11 （六） 地域 發(fā)展 不平衡 ,消費(fèi)者 對便利店 消費(fèi) 意識(shí)不強(qiáng) 12 （七）后續(xù)擴(kuò)張經(jīng)營資本短缺 ,連鎖程度低、網(wǎng)點(diǎn)布局不合理 13 三、