摘要：便利店起源于上世纪四十年代，作为全球第一个便利店品牌——7-ELEVEn，在促销方式上更是独具匠心。7—ELEVEn从每天大量的后台数据中不断总结消费者的消费习惯和心理，并迎合现代市场的发展趋势，与时俱进的推出自己对商品的理解，即独特的促销方式。这对于大陆市场便利店的长足发展提供了一种新的理念和思维，对便利店在大陆的发展具有不可估量的意义。每一个好的灵感一旦执行起来都会出现偏颇，7—ELEVEn的促销方式也存在着一些不足。7—ELEVEn要认真研究促销方式中暴露出来的问题，针对执行中出现的问题进行及时的修正，更好的去契合大陆消费者的习惯，从而实现自身的社会价值。

　　　本文分为六部分，第一部分绪论，包括研究背景、目的、内容、方法等；第二部分主要是是关于促销方式国内外文献综述；第三部分7—ELEVEn便利店的概述及办公商圈的SWOT分析；第四部分针对商圈采取因时而异的促销方式；第五部分办公商圈促销方式存在的问题，评价以及改进措施；第六部分结论。

关键字：7—ELEVEn 办公商圈 促销方式

Abstract:Convenience store originated in the 1940s. as the world's first convenience store brands - 7-ELEVEn, on sales promotion is distinctive . 7-ELEVEn from a lot of background data every day , constantly sum up consumer spending habits and psychological , and meet the development trend of the modern market , advancing to launch its own understanding of the commodity , namely a unique marketing approach . This rapid development of the mainland market, convenience store provides a new idea and thinking of the convenience store of inestimable significance in the development of the continent. Every good inspiration will soon execute biased ,7-ELEVEn promotional way there are also some drawbacks. 7-ELEVEn promotional way to seriously study the problems exposed , corrected for timely implementation problems , the better to fit the mainland consumer habits in order to achieve their social value.

　　　This paper is divided into six parts, the first part of the introduction, including research background, purpose, content, method, etc.; The second part is a literature review on domestic sales promotion; Part III of 7-ELEVEn convenience stores and office district in the overview SWOT analysis; part IV varies with time taken for the district of promotions; fifth part of promotions district office problems in evaluation and improvement measures; part VI conclusion.

Keywords：7—ELEVEn  office district  sales promotion