基于7P理论的社区便利店满意度评价研究

发布时间：2019-04-03 15:22

【摘要】：中国经济的飞速发展让消费者的消费水平与日增高,尤其在步伐不断变快的都市生活里,便利成为消费者追求的核心利益,因此如今在各大城市,便利店迅速扩张。社区便利店也作为一种新业态出现在中国消费者的视野中。但是目前社区便利店内部还有很多问题需要解决。例如,目前很多社区便利店管理不规范,有脏乱差现象,与普通商店并无两样;社区便利店核心竞争力没有提高,社区便利店最主要的竞争优势就在于它的便利性,目前很多社区便利店在经营过程中忽视这一点;国内社区便利店盈利能力较差,尤其是国内社区便利店相对于从外国引进的便利店来说,不规范的管理导致客流量较少,盈利能力差。因此本文的目的是推动我国社区便利店规范化,增加我国它的核心竞争力,提高我国社区便利店的盈利能力。本文以社区便利店为研究对象,对其7P营销状态进行满意度测评。本文采用文献搜索法获取第二手资料,通过问卷调查法获取第一手资料,调查了消费者对其半年内经常去的社区便利店的期望值和实际感受值,结论为消费者对社区便利店的营销状况比较满意。通过重要性——满意度模型进行分析,来找出社区便利店目前存在的优势因素、劣势因素与机会因素和响应因素。最后为社区便利店的营销提出意见:优化商品组合,添加特色服务;合理调整定价,提高盈利能力;调整网点布局,适度进行扩张;创新促销模式,提高促销效益;重塑购物环境,营造时尚气氛;加强员工培训,提供优质服务;加强内部管理,优化购物流程,希望通过以上措施,来满足顾客需求,消费者会被吸引,社区便利店的盈利能力有所提高。
[Abstract]:With the rapid development of China's economy, consumers' consumption level and daily increase, especially in the fast-paced urban life, convenience has become the core interests of consumers, so convenience stores are expanding rapidly in all major cities. Community convenience stores also appear as a kind of new business type in the view of Chinese consumers. But there are still many problems to be solved in community convenience stores. For example, at present, many community convenience stores are not standardized management, there are dirty and messy phenomenon, and ordinary stores are no different; The core competitiveness of community convenience store has not been improved. The main competitive advantage of community convenience store lies in its convenience. At present, many community convenience stores ignore this point in the course of operation. The profitability of domestic community convenience stores is poor, especially for the domestic community convenience stores, compared with the convenience stores imported from foreign countries, non-standard management leads to less passenger traffic and poor profitability. Therefore, the purpose of this paper is to promote the standardization of community convenience stores in China, increase its core competitiveness, and improve the profitability of community convenience stores in China. This article takes the community convenience store as the research object, carries on the satisfaction evaluation to its 7p marketing state. This article uses the literature search method to obtain the second-hand data, through the questionnaire method to obtain the first-hand data, and investigates the consumers' expectations and actual feelings of the community convenience stores that they often visit within half a year. The conclusion is that consumers are satisfied with the marketing status of community convenience stores. Through the analysis of the importance-satisfaction model, we can find out the advantages, disadvantages, opportunities and response factors of the community convenience stores. Finally, the author puts forward some suggestions for the marketing of community convenience stores: optimizing commodity mix, adding characteristic service, adjusting pricing reasonably, improving profitability, adjusting network layout, expanding appropriately, innovating promotion mode and improving promotion benefit. Reshape shopping environment, create fashion atmosphere, strengthen staff training, provide high-quality service; Strengthen the internal management, optimize the shopping process, hope that through the above measures to meet the needs of customers, consumers will be attracted, community convenience stores to improve profitability.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.7

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