便利店同城电商销售策略研究

Research on E-Commerce Sales Strategy of Convenience Stores in the Same City

摘要: 便利店数量众多，经营分散，市场主要辐射周边居民，客群局限。多数便利店采取家庭经营模式，管理水平相对较低，缺乏品牌影响力。整体上，便利店经营规模小，难以实现更多的创收。与此同时，便利店经营决策的自主性强，与消费者的距离更近，消费者粘性更强。随着电子商务平台的发展，在线买卖、支付、物流、营销等一系列电子商务服务已经成熟。电子商务平台可以为便利店提供了更多的营销工具和手段，帮助便利店提高品牌曝光度和产品的点击率，提供更加快捷高效的同城配送，开发新的同城市场，增加销售额，实现便利店增收创收。本文使用SWOT分析方法，通过对便利店与同城电子商务融合的现状进行分析，找到便利店同城电子商务销售的难点和痛点，提出了便利店通过电子商务平台聚焦线上销售的新营销策略，为便利店与同城电子商务的融合发展提供理论支持和实践指导。

Abstract: There are a large number of convenience stores. Their operation is scattered. The market mainly radiates to the surrounding residents, and the customer group is limited. Most convenience stores adopt the family business model, with relatively low management level and lack of brand influence. On the whole, the operation scale of convenience stores is small, and it is difficult to generate more revenue. At the same time, convenience stores have strong autonomy in business decision-making, are closer to consumers, and have stronger stickiness to consumers. With the development of e-commerce platforms, a series of e-commerce services such as online trading, payment, logistics and marketing have matured. The e-commerce platform can provide more marketing tools and means for convenience stores, help convenience stores improve brand exposure and product click rate, provide faster and more efficient distribution, develop new markets in the same city, increase sales, and realize convenience stores to increase revenue. This article uses the SWOT analysis method to analyze the current situation of the integration of convenience stores in the same city and e-commerce, find the difficulties and pain points of e-commerce sales in convenience stores in the same city, and put forward a new marketing strategy for convenience stores in the same city to focus on online sales in the same city through the e-commerce platform, providing theoretical sup-port and practical guidance for integration development of convenience stores in the same city and e-commerce.