摘要便利店零售企业作为21世纪的新兴产业不仅为我国的经济注入了新的能量而且对我们的生活方式也有着显著的影响，当然也为零售行业带来了新鲜的血液。在短短的几年内，徐州悦客便利店出现了快速发展的势头，从一家微不足道的街角小店摇身一变成为徐州便利店零售企业十强。这样的发展速度与他们的战略是分不开的,徐州悦客便利店像一个青少年迅速成长，行业体系也不断完善。但是，在快速扩张的过程中，也显现出一些问题，本文通过阐述徐州悦客连锁便利店的经营现状、发展及经营过程中在商品、服务、管理等方面存在的问题，综合分析并提出相应的解决建议。悦客便利店要想更好发展应该从价格、运营质量提升、特色、服务等方面着手思量，这样才能保证徐州悦客便利店茁壮成长为成熟的企业。49254

毕业论文关键词：悦客便利店；零售企业；竞争战略

Analysis of Competitive Strategy of Yueke convenience store in Xuzhou

Abstract

Convenient store retail enterprise as emerging industry of the 21st century is not only for our country's economy has injected new energy and also has a significant influence to our way of life, of course also brought fresh blood for the retail industry. Within a few years, Xuzhou Yueke convenient store in the momentum of rapid development, from the shop on the corner of a small convenient store into a Xuzhou retail enterprises. This speed of the development and their strategy is inseparable. The rapid growth of Xuzhou Yueke convenient store is like a teenager and its industry system is constantly improving. But, in the process of rapid expansion, also appeared some problems, this article through the elaboration of Xuzhou Yueke convenient store chain management present situation, development and business process in goods, services, the problems existing in the management, comprehensive analysis and puts forward corresponding Suggestions. Yueke convenient stores in order to better development should improve the quality from price, operation, characteristics and service aspects, such as thought which ensures that Xuzhou Yueke convenient store thrive for mature enterprises.

Key words: Yueke Convenience Store；Retail enterprises；Competitive strategy

目  录

摘要...1

Abstract...Ⅱ

目录..Ⅲ

一、绪论...1

（一）研究背景.1

（二）研究目的和意义...1

（三）研究方法和思路...2

（四）文献综述.3

二、徐州悦客便利店零售企业分析.4

（一）徐州悦客便利店企业现状...4

（二）徐州悦客便利店基本特征...5

（三）徐州悦客便利商品交易特点.5

（四）徐州悦客便利顾客反馈分析.6

三、徐州悦客便利店面临的问题分析...8

（一）与传统中小型超市定位冲突.8

（二）商品价格过高.8

（三）管理水平低下.9

（四）便利性不彻底.9

四、徐州悦客便利店竞争战略.9

（一）重新定位发展特色10

（二）否定低价提高服务10

（三）提高运营质量11

（四）充分发掘发展空间12

五、结论..13

参考文献..14

附录..15 

一  绪论

（一）研究背景

根据著名咨询公司对亚洲14个国家和地区零售及消费品行业的调查研究报告，中国是整个亚洲地区中便利店零售企业增长速度最快的国家。有专家预计未来5年内我国的便利店零售企业会保持30%的年增长速度，这也就意着这一朝阳产业的上升速度远远超过国内国民经济生产总值增长的速度，也远高于兄弟行业的平均增长速度[1]。这是机遇也是挑战，意着我国的便利店零售企业即将在不久的未来成为主流业态，且即将面临日趋激烈的竞争。