Convenient Chain Store's Marketing Model Innovation Research

In marketing fields, the marketing model is developing rapidly because of the change in marketing concept and the development of information technology. As a newly chain store, convenient chain store has superiority in flexibility, convenient,multi-service, high-speed and accuracy information retrospect. So integrate its advantages and introduce suitable marketing model will be significant in theory and practice for the long run of convenient chain store.The thesis referred to advanced native and abroad thinking and had innovative research on convenient chain store' s marketing model which starting from satisfying customer' s needs and relying on the summarization of marketing tactics. Market is changing, customers are difference, a singe marketing style cannot satisfy the whole market demand. Under this circumstance, the thesis provided a generalization marketing model, that was a model combined normalization and divergent.Convenient chain store' s marketing model has five key elements: investment selection,locatapn selection, layer selection, strategy and tactics selection. In order to constitute a suitable marketing model, firstly, a positioning distinction model was established which based on the analyses of business cycle and network layout, so the chain stores was classified scientifically into four locations and three layers; secondly, it spread out the positioning distinction model and discussed marketing strategy and tactics to the four sorts of chain stores, it emphasised on the three-layer-marketing model, in which CRM was introduced into the highest layer that customer assets subdivided model was established to ameliorate customer assets. In the end, it summarized the integrated systematic chart to the marketing model.