Study On The E-Marketing Strategy Of The H Chian Convenience Stores

Entering the21st century, various marketing modes of chain convenience stores keep emerging, due to the fact that the market has become more and more competitive as the number of those stores continues to increase. Although a certain marketing effect has been achieved by these modes, it is still far from the desired objectives of these enterprises. Furthermore, while marketing costs become higher and higher, the companies with their products are getting less and less familiar to the customers whose trust in them is also diminishing. As a result, the managers are all trying to think out what is the most effective way of marketing. E-marketing, as one of these modes, is able to overcome the previous shortcoming of gaining information at a high cost, for the Internet can provide for marketing a channel of gathering and exchanging information at a low cost, thus making online all the business activities, such as purchasing, selling, auctioning, bidding and stock-trading, and greatly improving the efficiency and reducing the cost. Therefore, to e-market with the help of the Internet, computer communication and interactive digital media is undoubtedly an effective, fast, convenient and cheap marketing mode. Now e-marketing has attracted more attention especially when it brought enterprises like Dell, Japan’s7-eleven a huge success.The study, based on the theory of e-marketing, will make an analysis of the strategic options for and the existing problems of the H chain convenience stores by means of case studies, and then put forward some feasible strategies for her e-marketing by referring to the successful experiences of7-eleven chain convenience stores, one of the enterprises most successfully conducting e-marketing. The study aims at providing a marketing mode for the operation and management of the numerous chain convenience stores in China. Considering that most of the other relevant studies have paid little attention to e-marketing in chain convenience stores, the present study has its practical significance.The thesis is divided into six chapters:the first chapter introduces the background, the state of the art of foreign and domestic studies, research purposes and significance, the framework and the research method as well as the possible innovative points; the second chapter focuses on the definitions of e-marketing, chain-store management and the chain convenience stores; the third chapter deals with the background of the H chain convenience stores, analyzes her marketing problems and their causes; the fourth chapter makes an analysis of the marketing environment of the H chain convenience stores, and provides some marketing experiences for her reference, including the analyses of her macro-and micro-economic environment as well as7-eleven’s e-marketing experiences; the fifth chapter puts forward strategies on her products, pricing, channel, promotion and services activities; and the last chapter is the conclusion part with an outlook on future studies.