摘要.........................................................................................................................................I Abstract..................................................................................................................................II 第1章绪论..........................................................................................................................1 1.1研究背景和研究意义.....................................................................................................1 1.1.1研究背景...............................................................................................................1 1.1.2研究意义...............................................................................................................2 1.2国内外相关研究现状.....................................................................................................2 1.2.1关于便利店的研究..............................................................................................2 1.2.2关于O2O电子商务与社区O2O的研究..........................................................3 1.2.3关于新零售的研究..............................................................................................4 1.2.4关于便利店营销策略的研究..............................................................................5 1.2.5文献评述..............................................................................................................6 1.3研究内容.........................................................................................................................7 1.4研究方法和技术路线.....................................................................................................8 1.4.1研究方法..............................................................................................................8 1.4.2技术路线..............................................................................................................8 第2章相关概念和理论..................................................................................................10 2.1便利店基本概念界定...................................................................................................10 2.2营销策略相关理论概述...............................................................................................11 2.2.1营销战略理论....................................................................................................11 2.2.2STP理论.............................................................................................................12 2.2.3市场营销组合理论............................................................................................13 2.2.4区域营销策略的研究........................................................................................14 2.2.5数字化零售的相关理论....................................................................................15 第3章南京地区苏宁小店营销环境分析........................................................................17 3.1宏观环境分析...............................................................................................................17 3.1.1政治环境分析....................................................................................................17 3.1.2经济环境分析....................................................................................................18 3.1.3社会环境分析....................................................................................................18 3.1.4技术环境分析....................................................................................................19 MBA学位论文 3.2欧亿·体育（中国）有限公司竞争环境分析.......................................................................................................20 3.2.1供应商的议价能力............................................................................................20 3.2.2购买者的议价能力............................................................................................20 3.2.3新进入者的威胁................................................................................................21 3.2.4替代品的威胁....................................................................................................21 3.2.5现有竞争者的威胁............................................................................................21 3.3SWOT分析....................................................................................................................22 3.3.1优势分析（S）..................................................................................................22 3.3.2劣势分析（W）................................................................................................23 3.3.3机会分析（O）.................................................................................................25 3.3.4威胁分析（T）..................................................................................................25 第4章南京地区苏宁小店营销策略现状及问题分析....................................................27 4.1.苏宁小店概况与发展历程..........................................................................................27 4.2南京地区苏宁小店发展情况.......................................................................................29 4.3南京地区苏宁小店营销策略现状及存在问题分析...................................................30 4.3.1市场定位未严格执行........................................................................................31 4.3.2产品未实现差异化............................................................................................32 4.3.3价格竞争无优势................................................................................................33 4.3.4供应链渠道与发展不匹配................................................................................34 4.3.5促销活动无特色................................................................................................35 4.3.6O2O营销不成功................................................................................................35 4.3.7服务营销未做好................................................................................................37 第5章南京地区苏宁小店营销策略制定........................................................................39 5.1南京地区苏宁小店的市场定位...................................................................................39 5.2选址策略........................................................................................................................40 5.2.1社区店的选址策略............................................................................................41 5.2.2CBD店的选址策略............................................................................................42 5.2.3大客流店的选址策略........................................................................................42 5.3产品策略.......................................................................................................................42 5.4价格策略.......................................................................................................................43 5.5渠道策略.......................................................................................................................44 5.6促销策略.......................................................................................................................45 5.7O2O智慧营销策略.......................................................................................................47 第6章南京地区苏宁小店营销策略实施保障措施........................................................48 6.1完善管理体系...............................................................................................................48 MBA学位论文 6.2联合供应商开发有竞争力的自主品牌.......................................................................49 6.3加强线上平台建设...............................................