Research On Optimization Of Marketing Strategy Of Tianjin 7-ELEVEN Convenience Store

Under the background of rapid development of economic environment,convenient lifestyle more fit people’s demand,under this premise,convenient industry,relying on the traditional retail industry at the same time,and in the comracteristics,the convenience store industry characteristics meet the requirements of now,711 brand chain convenience stores in Tianjin market in 2009 bination of shopping convenience formed a new retail industry with modern cha,in July 1 in small white building opened the 711 convenience stores in Tianjin market.Relying on the background of the national chain,into the rapid expansion,and now,Tianjin711 convenience store has been in Tianjin 12 years,and during this period,the rise of domestic brand convenience stores,competitive brands,let 711 convenience store market by less firm,even faltering,under the influence of the epidemic situation,sales link is poor,convenient industry is experiencing problems from various aspects,under various difficulties,how to solve the current problem,find a solution to the problem,is particularly important.People’s needs are more and more comprehensive,the speed of new product replacement speed,making the convenience store industry marketing strategy must be adjusted in time,to apply to the present.At this time,it is very critical to develop an effective marketing environment,and the 7PS marketing theory comprehensively analyzes the problems of the current marketing strategy and the direction of solving the problems,which is also an important basis for the marketing strategy in this paperIn view of the above problems,based on the convenience store marketing strategy theory,combined with the actual marketing situation of Tianjin 711 convenience store,firstly analyze the few kinds of special products and homogeneity,high price positioning,inadequate distribution channels,weak promotion,single store decoration and product display,inconsistent service standard,and analyze the SWOT analysis,STP convenience store,pest macro environment analysis.Finally on the basis of7 Ps marketing theory,in the product strategy,do accurate positioning,optimize the commodity value and commodity category,the implementation of free brand management,in the price strategy,according to the principle of grading pricing,to commodity segmentation,to adapt to different markets,according to the marketing environment promotion pricing and seasonal discount,etc.In the distribution strategy,improve the awareness of online sales,optimize the layout of offline stores,cooperate with supermarkets,and optimize the marketing strategy of Tianjin 711 convenience store from the 7PS marketing strategy,and propose the safeguard measures that can be implemented.