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摘要：自上世纪九十年代开始，便利店进入了中国市场,萌芽虽晚，但随着经济水平的持续增长,我国便利店的发展的脚步也日益加快。而全家(FamilyMart)作为国外连锁便利店巨头，以其温暖的品牌形象、先进的管理制度、卓越的营销策略在中国市场具有很强的竞争力，给本土便利店带来了不小的影响与冲击。本毕业论文将对全家连锁便利店成功的营销策略进行分析，以期帮助本土便利店改进自身不足，利用本土优势，提高自身竞争力以取得更快更好的发展。
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该论文一共有751个章节，第一章为绪论，介绍研究背景与现状、研究目的与意义、文献综述与研究方法。主要是介绍了上世纪九十年代，便利店进入中国市场，从目前所占零售业份额来看有很大的发展空间；第二章简单介绍了全家连锁便利店的发展概况，包括发展历程及在中国市场的发展现状；第三章主要对全家连锁便利店在中国市场的营销环境进行分析，包括宏观环境与产业环境；第四章是本文的重点和关键，详细分析了全家连锁便利店在中国的营销策略，主要使用4P分析法。第五章对全家连锁便利店在中国取得成功的原因进行了归纳。主要有精确把握消费者需求、细致入微的人文关怀、建立有效的沟通方式这三个方面的原因；第751章主要总结了全家连锁便利店对中国本土便利店可能产生的影响与启示。通过对全家连锁便利店的成功营销经验和中国本土便利店所存在的问题，旨在让后者受到启发，获得受益。19490
关键词：全家连锁便利店；营销环境；营销策略；本土便利店；影响与启示
A RESEARCH ON FAMILYMART MARKETING STRATEGY
Abstract：From the l990s, the convenience store (CVS) had step into China. Although, CVS have a short history in China, with the increasing development of economic, CVS in China show a booming trend. As one of the best CVS, Family Mart give competitors more pressure in the market of China, because his warm brand image, advanced management system and fantastic marketing strategies. In this article, I have researched the success of Family Mart, especially its marketing strategies, in order to promote the development of other convenience stores in China.
This article pides into six chapter, the first chapter is introduction, mainly introduce the research background, current situation, research objectives, literature review and research methods. In 1990s, the CVS access to China, and have a huge development space. The second chapter mainly analysis the general situation of development, including the development history and current situations. The third chapter introduce the marketing environment, such as macro-environment and industry environment. The fourth chapter is body chapter, I analysis the marketing strategies of Family Mart in different details, the main research method is 4P. The fifth chapter analysis the reasons why Family Mart have a great success, Family Mart grasps the needs of customers accurately, humanistic care is another key point, it can also set up an efficient communication. The sixth chapter summarizes the influences and enlightenments of the success of Family Mart. This article is designed to allow the others convenience stores gain experience and benefits from the success of Family Mart.
Key Words: FamilyMart; Marketing Strategy; Local Convenience Store; Influence and Inspiration
目录
引 言 1
一、绪论 2
（一）研究背景与现状 2
（二）研究目的与意义 3
（三）文献综述 4
（四）研究方法 5
二、全家连锁便利店的发展概况 6
（一）全家连锁便利店的发展历程 6
（二）全家连锁便利店在中国市场的发展现状 6
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