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论全家便利店之促销策略便利店,英文简称CVS(ConvenienceStore)是一种用以满足顾客应急性、便利性需求的零售业态。便利店是指通常占据着良好的位置,以食品为主... 论全家便利店之促销策略
便利店,英文简称CVS(Convenience Store)是一种用以满足顾客应急性、便利性需求的零售业态。便利店是指通常占据着良好的位置,以食品为主,营业时间长,商品品种有限的一种零售形态。客户光顾便利店,为的是补充物品,而且经常是在下班之后或闲散时间光顾。汽油、牛奶、杂货、报纸、苏打饮料、香烟、啤酒和快餐食品是便利店的走俏商品。该业态最早起源于美国,继而衍生出两个分支,即传统型便利店与加油站型便利店,前者在日本,中国台湾等亚洲诸国及地区得以发展成熟,后者则在欧美地区较为盛行。
便利店的兴起缘于超市的大型化与郊外化,超市的变化体现在距离、时间、商品、服务等多诸方面:如远离购物者的居住区,需架车前往;卖场面积巨大,品种繁多的商品消耗了购物者大量的时间和精力;结账时还要忍“受大排长龙”等候之苦,以上种种使得那些想购买少量商品或满足即刻所需的购物者深感不便。于是人们需要一种能够满足便利店购买需求的小超市来填补空白。
便利店作为一种新型零售业态,备受消费者和企业的关注。想要从上海众多便利店中脱颖而出,就需要在其促销策略上下足功夫。此次就关于全家便利店的促销策略展开研究,分析其促销策略内容及最终获得的效果。
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On the marketing strategy of convenience stores
Convenience store, English as CVS (Convenience Store) is a kind of to satisfy customers should be acute, the demand for convenience retailing.The convenience store is usually occupy a good location, primarily for food, business hours long, variety of goods limited a retail.Customers to patronize the convenience store, as is the supplementary articles, and often after work or idle time to patronize.Gasoline, milk, grocery, newspapers, soda drinks, cigarettes, beer and snack foods convenience store is popular commodity.The format originated in the United States, and then derive two branches, namely the traditional convenience store and gas station convenience stores, the former in Japan, China Taiwan and other Asian countries and regions to develop and mature, the latter is more prevalent in Europe and america.
Convenience stores due to the rise of the large supermarket and suburbanization, the supermarket changes reflected in the distance, time, goods, services and other aspects: such as far away from the shopper's residential area, need to sell car; a huge area, a wide variety of goods consumption shoppers a lot of time and energy; when the check but couldn "long lines" to wait, all these makes those who want to buy a small amount of goods or to meet the immediate needs of shoppers inconvenience.So people need one kind to be able to satisfy demand for convenience stores to buy a small supermarket to fill in the blanks.
Convenience store is a new retail format, consumers and enterprises concerned.Want from many Shanghai convenience store need talent showing itself, in its promotion strategy under foot.This is about the Family Mart convenience store promotion strategy research, analysis of its promotion strategy content and the final effect.Check
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