Research On Satisfaction Evaluation Of Community Convenience Stores Based On 7P Theory

As China's economy grows,The people's consumption level in China has improved significantly.Especially in the urban life which has the faster pace,consumers' pursuit of core interest is “convenience”.So now in major cities,convenience store expands rapidly.Community convenience stores also appear as a new kind of form in front of Chinese consumers.But,in convenience store,there are many problems to be solved at present.For example,a lot of convenience stores' management is not standard and a lot of convenience stores are dirty and disordered;Convenience stores fail to improve the core competitiveness.Convenience stores,the main competitive advantage is its convenience,but,at present a lot of convenience stores gradually are blind to this point.Domestic convenience stores' profitability is weaker,comparing with the convenience stores which from foreign countries.Non-standard management lead to less traffic and weaker profitability.So the purpose of this article is to promote the community convenience store standardization in our country,increase the core competitiveness of China's community convenience store and improve the profitability of China's community convenience store.This paper researchs on the community convenience stores,testing the degree of the 7P Marketing status.Then,the paper bases on the literature search method to obtain secondary data,and obtains first-hand information through the questionnaire investigation.Questionnaires were designed to investigate the consumers' real feelings and expectation related to the store which they often visit in the past half year.And then through the importance-----satisfaction model to find out the existing convenience stores' disadvantages and opportunities in order to provide the store with suggestion.After the investigation statistics,the paper combines the theory with the status question,then provides community convenience store with suggestion.The community convenience store should optimize the commodity combination and add features;adjust the price and the layout to satisfy the consumers.Innovate promotion mode to improve the efficiency of the promotion,Reshape the shopping environment,and create a fashioned atmosphere.Strengthen staff training to provide high quality services,strengthen internal management,and optimize the shopping process.Hoping that through these measures,Community convenience stores can make the customer satisfied,so as to attract more customers and improve profitability.