Research On The Development Strategy Of S Convenience Store

With the continuous development of the Chinese economy,contemporary consumers are increasingly seeking convenient,fast and comfortable services.With the birth of new customer needs,convenience stores are gradually entering the lives of Chinese consumers.At present,convenience stores have become a relatively mature business model in the retail industry,mainly providing large-scale,standardized and convenient services to consumers around the world in a chain operation mode.In the past 20 years,China's convenience store industry has achieved rapid development,including domestic convenience store brands and foreign well-known convenience store brands.At present,the retail industry is facing fierce competition.Each convenience store brand hopes to win the recognition of Chinese consumers through the provision of special services or products,and to increase the familiarity of consumers and occupy a larger scale through large-scale store reproduction.Market share to create more profit.With the emergence of more and more convenience store brands in the Chinese market,among the three well-known convenience store brands in Japan,S convenience stores,the whole family,and 7-Eleven are developing strongly in China and are very popular among Chinese consumers.They have longer-term convenience store operations experience and have chain stores in multiple countries.Therefore,many convenience store brand operators and scholars are constantly paying attention to how they manage the operation of multinational chain convenience stores,such as store expansion speed,quantity,layout,etc.,in order to obtain a larger market share.This paper chooses S convenience store as the research object,through the field research and the collection of second-hand data,it provides the basis for the selection of S convenience store development strategy.Since the beginning of 1996,S Convenience Store has entered the Chinese retail market for the first time and is also the first Japanese convenience store brand to enter the Chinese market.However,after nearly 20 years of operation,the development results of S convenience stores are not satisfactory.The reason is that the homogenization of goods is serious,and the commodity prices are high,which eventually leads to a decline in sales.Based on this,this paper combines SWOT and PEST theory to analyze the internal and external environment of S convenience store,and formulates specific development strategies around products,prices and channels.At the same time,in order to ensure the smooth implementation of the development strategy of S convenience store,this paper further proposes corresponding safeguard measures: transforming the development attitude,technical support and capital security of the enterprise.