摘要：便利店是一种既传统又新型的零售业态，其及时、便利、有效的特点在市场中具有很强的竞争力量。我国现在的零售业市场，发展的空间很大，然而便利店这一种经营的模式又是一种新的趋势和思路。7-Eleven是世界上最大的便利店连锁集团，但是在进入上海的几年时间里面并没有取得令人称叹或是很理想的成绩，并结合自己的一些在7-Eleven的实习经验，发现7-Eleven在上海还是存在着比较多的问题。在以便利店作为市场主体的一类，市场营销策略在其经营的过程中有着决定性的作用。从分析常见的便利店营销策略入手，找到7-11在上海地区的营销策略中可能存在的问题，以及对于所存在的问题，找到解决的思路或者方法。

关键词：上海7-Eleven 便利店 营销策略 

Abstract: Convenience store is a kind of both traditional and new retail formats,the characteristics of its timely, convenient and effective in the market has a strong competitive power.Now in our country's retail market development space is very large,however, convenience store this kind of management mode is a kind of new trends and ideas. 7-Eleven is the world's largest convenience store chain,but in Shanghai a few years time and there is amazing or ideal achievements.Combined with some of his own in 7-eleven internship experience,I found the 7-eleven or there are more problems in Shanghai.In the convenience store as the main body of market category is that marketing strategy has a decisive role in the process of its operation. From the analysis of the convenience store marketing strategy of common, we try to find 7-11 in Shanghai area of the marketing strategy of the problem,and find out a solution to the idea or method. .

Keywords: Shanghai 7-eleven  Convenience store The marketing strategy