Research On M Convenience Store Company Dongguan Chain Store Marketing Strategy Optimization

With the rapid growth of China’s economy and the arrival of the new retail era,an important branch of the retail industry--convenience stores,has been rapidly developing.In addition to local convenience stores,foreign convenience store brands have also entered the Chinese market.The number of convenience stores in China reached nearly 200,000 by the end of 2020,according to the China Chain Store and Franchise association.At the same time,with the increasing number and scale of convenience stores,homogenized competition among stores,single store operation and profitability are increasingly prominent.In the fierce market competition,how to improve the operation capacity of stores,improve the revenue of stores,is the majority of convenience store need to pay attention to and solve the problem.In this paper,M convenience store company Dongguan chain stores as the research object,focus on the marketing of chain stores in Dongguan.with PEST,Porter five forces as analysis tools,the use of human goods yard theory,STP theory,7Ps theory,4Cs theory,reference to the domestic and foreign researchers of convenience store marketing research results,analysis of M Dongguan chain stores marketing status.By means of consumer questionnaire survey,this paper analyzes the existing problems and reasons in marketing of M chain stores in Dongguan city,and puts forward the optimization plan of marketing strategy in view of the existing problems,as well as the corresponding guarantee measures to ensure the implementation of marketing plan.The research results of this paper are of guiding significance to the promotion of marketing management level and competitiveness of M chain stores in Dongguan city,as well as reference value for stores in other regions of M Company and convenience store chain peers.