日本罗森便利店中国市场营销策略研究

本科论文关键词：连锁经营：零售业；营销策略AbstractAt present,the convenience store industry is rapidly developing and graduallydeveloping into an emerging market in China,but there is a crisis behind the rapiddevelopment.For the development of convenience stores in the Chinese market,it isnecessary for enterprises to consider the stable development of convenience stores from theperspective of development timing,marketing strategy,target customer selection,operationquality function creation and service provision.The 21st century is an era of rapiddevelopment of chain convenience stores,and the position of chain convenience stores inChina's economic development has also become increasingly prominent.According to 2015statistics,China's chain convenience stores are growing at a rate of 70%per year.Afterjoining the World Trade Organization,Western products,companies and business modelshave entered the Chinese market.Against the backdrop of accelerated economic developmentand rich markets,competition is becoming increasingly fierce.Today's overseas retail chainsare also optimistic about the Chinese retail market,and their presence has also had a majorimpact on Lawson convenience stores.In the 1990s,the Japanese convenience store market gradually saturated,and thedemand drivers in overseas markets accelerated the internationalization of many well-knownconvenience store chains in Japan.In this article,we will study Lawson in Japan and explainthe operation of Lawson convenience stores in domestic and foreign markets based onmarketing theory.By analyzing its current marketing status in China,analyzing businessstrategies,and summing up successful experiences and deficiencies,it provides inspirationfor the development of convenience stores in China.Finally,I hope to provide some feasiblesuggestions for the development of China's convenience store industry.