Product Strategy Of 7-Eleven Convenience Store In Beijing

7-Eleven is one of the world's largest convenience store chains,mainly selling products such as fast food and groceries.As of May 2019,7-Eleven has more than 68,000 stores worldwide,including 279 in the Beijing area.With the continuous improvement of China's per capita GDP,the convenience store industry has entered a stage of rapid development in China due to its convenience and speed.However,China's local brand convenience stores are in a critical period of development reform.How to quickly occupy the market requires more appropriate product strategies for guidance.By studying the product strategy of 7-Eleven convenience stores in Beijing,summing up its successful experience and deficiencies,and combining the development status and typical problems of local convenience stores in China,it proposes theoretically based improvement suggestions to guide local convenience in China Better development of the store.In order to study the development of 7-Eleven convenience stores in Beijing,this article selects 7-Eleven convenience store product strategies for research and analysis.It mainly starts from the six aspects of product strategy,product positioning,new product development,brand strategy,product mix,product differentiation,and product service.It uses the literature review method,field survey method,questionnaire survey method,in-depth interview method,quantitative qualitative analysis.Method for research and analysis.The analysis shows that 7-Eleven convenience stores in the Beijing area have many places that Chinese local convenience stores can learn from in terms of product strategy,such as high quality of their own products,complete product types,and high frequency of new products.At the same time,there are also areas that need improvement,such as too few new product development types and single product services.According to the analysis results of questionnaires and interviews,we use the theoretical knowledge we have learned to propose corresponding improvements.For example,in the development of new products,we use our best strategy to increase the research and development of different types of new products according to store categories.Broaden the product series strategy,develop refined products for the masses,increase product service items,etc.China's local convenience store brands have developed rapidly in recent years.Especially after joining forces with online brands,many new shopping experience models have emerged,such as unmanned convenience stores and face-to-face consumption payments.However,there are still many deficiencies in the product strategy of local convenience stores in China,and it is necessary to learn from 7-11 convenience stores for optimization and improvement,so as to increase the company's sales profit,enhance the popularity of the local convenience store brand,and improve the company's competitive advantage.The purpose of enhancing consumer loyalty to the enterprise.