摘要：7-Eleven便利店作为全球便利店领域的领头羊，其发展历程中呈现出独特的经营理念与管理方法。从2009年进驻上海，开拓广阔的内地市场，时至今日，基本形成一定的战略布局。然而，面对2006年中国内地解冻特许经营业务，鼓励服务业发展的机遇，如何调整7-Eleven便利店的营销策略来应对内地零售业竞争日趋白热化的竞争，将成为其迫切需要解决的问题。本研究基于7-Eleven在上海地区的发展情况，通过SWOT分析法及4P营销理论对7-Eleven便利店发展的内外环境进行研究分析，进一步深入地对企业拥有的优势与劣势以及面临的机会与威胁进行分析，并结合产品、价格、渠道、促销这四个方面对其营销策略提出相应的建议。

关键词：便利店  竞争力  市场扩张

Abstract：7-Eleven store as the leader of global convenience store area, it represents its unique management idea and method during its development. From entering in Shanghai in 2009, it has expanded the mainland market, and also has developed in well strategy layout up to this day. However, facing with the Chinese local franchise businesses and encouraging the opportunities of service development, how to adjust its marketing strategy to deal with such fierce competition of local retail industry that is core problem need to be solved. This research report bases on 7-Eleven’s development situation in Shanghai area, and through SWOT analysis method and 4P marketing theory to analyse internal and external environment . Then, doing further research of its advantages and disadvantages, also the opportunities and threats it faces. Finally, combining its products, price, place and promoting such four aspects to provide a relevant marketing strategy.

Key Word: Convenience stores  competitiveness  market expansion