摘要
摘要
便利店作为小型零售业态的主要发力者，在2020年，全国品牌连锁便利店
销售额2961亿元，达到6%左右的增速。虽然受到疫情的影响，但是相对于其他
零售业态仍保持了较高的增长。
据统计，2020年昆明市便利店门店总量增长率1.67%，24小时营业门店占
比24.6%，营商环境良好。饱和度13869人/店，按照每2000-2500人一家便利
店的国际平均值来看，昆明市的便利店还有着很大的发展空间。ZJ便利店作为
当地连锁便利店，熟悉当地消费者和市场，在发展上有着独特的优势，但随着日
系便利店下沉市场，7-11入驻昆明市，如何在当下竞争激烈的便利店行业中脱
颖而出，是企业应思考的问题，也是本文所研究的问题。
本文以 ZJ便利店为研究对象，针对企业目前的发展状况，依托服务营销理
论，采用文献分析法、定性分析法、案例分析法等理论结合实际的研究方法，发
现企业目前鲜食类产品较少，员工在服务过程中标准不统一，顾客参与度低，分
销渠道并未充分利用，陈列标准不统一，氛围设计较少。在回顾国内外便利店发
展历程和现状后，结合当下优秀便利店企业罗森和7-11的服务营销策略，并和
刚入驻昆明市7-11门店对比分析后得出，企业要进行可持续发展，就必须注重
鲜食产品和自有产品的开发，并在服务过程中加强管理。通过研究发现企业在今
后的发展方向上应注重场景化运营，品类升级和提升数字化能力。具体做法上，
首先，企业应积极研发鲜食产品和自有品牌的建设，鲜食类产品可以带动便利店
消费并提高毛利率。其次企业应完善服务过程，提高服务质量，随着消费群体对
消费需求的不断升级，企业应注重门店人员的服务过程，提供更好的服务。再者，
企业应充分利用分销渠道进行销售，立足线下门店并利用互联网拓展更多平台为
企业进行销售和宣传。最后，企业要做好有形展示，统一商品陈列的标准，好的
门店形象和商品陈列会促进销量，避免脏乱差带给顾客不好的购物体验。另外企
业还可以适当增加主题促销和试吃活动，用丰富多样的促销手段和场景式体验吸
引粉丝。
期望以上改进建议和策略能有助于ZJ便利店提高盈利能力，构建核心竞争
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摘要
力，扩大市场份额，将企业做大做强，继续在云南市场上占据领先地位。
关键词：便利店；服务营销；营销策略
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Abstract
Abstract
Convenience stores as a small retail format of the main force,in 2020,the sales of
national brand chain convenience stores reached 296.1 billion yuan,a growth rate of
around 6%.Relative to other retail formats still maintain a high growth,although
affected by the COVID-19 pandemic8.
According to statistics,the total growth rate of Kunming convenience stores was
1.67% in 2020,open24/7 store proportion 24.6%, the business environment is
good.The average 13869person has one store, according to the international average
of one convenience store per 2000-2500 people,Kunming convenience store still have
a lot of room for development. ZJ convenience stores as a local chain of convenience
stores,be familiar with local consumers and markets, in the development has a unique
advantage, but as Japanese convenience stores sink into the market, 7-11 settled in
Kunming, how to stand out in the current competitive convenience store industry, is
the enterprise should consider the problem, it is also the problem of this paper.
This paper takes ZJ convenience store as the research object,for the current
development of the enterprise,relay on service marketing theory,use literature
analysis,qualitative methods,case analysis and other theoretical combined with
practical research methods, found that there are fewer fresh food products in
enterprise, the standards of staff are not uniform in the service process, low customer
engagement, distribution channels are underutilized, display standard is not unified,
less atmosphere design,After reviewing the development history and current situation
of convenience stores domestic and overseas,combined with the outstanding
convenience store enterprise LAWSON and 7-11 service marketing strategy, and after
comparative with the 7-11 store in Kunming analysis, the enterprise should develop
sustainably, must pay attention to fresh food product and own product development,
and strengthen management in the service process. Through the research, it is found
that enterprise should pay attention to the scene operation in the future development
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