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Abstract: Convenience stores are small shops which are selling the convenience goods of the high rate of turnover. It has the convenience of grocery stores feature and which is a combination supermarket and general department store sales practices and management technology, retail and commercial organizations. OK convenience store is the world's second-largest chain convenience giant, which is officially landed in Zhuhai in 2005, and there are two stores in our BNUEP. In the wave of globalization, why OK can do well on the competition which there are Wal-Mart represented by the large supermarket and 7-11 represented by other convenience stores? With this question, our group uses our school OK store as samples. First we make a SWOT analysis for it, and then we use the 4C marketing strategy base on the situation of our school OK store to design a set of marketing strategies.
Keyword: SWOT analysis, customer, cost, convenience, communication, marketing strategy.
Introduce
OK convenience store was founded in 1951, Texas, USA, which is a 24-hour convenience store chain operating in an international brand. So far, branch around the world and it owns more than 10000. OK is recognized as the fastest-growing international chain convenience store brand. It opened its first OK in HK since 1985, accumulated the wholly-owned and experience of success over 20 years. Convenience Retail Asia Ltd is in charge of the franchise in Hong Kong and mainland China. Convenience Retail Asia combines shopping behavior in difference markets with eating the actual situation of eating habits, goes deep into investigate and understand, introduce a new tailor-made mode of positioning and shops is "a new generation of convenience stores," In 2002, OK landing in Guangzhou and developing 14 branches rapidly. As a new generation of convenience stores, OK has its own characteristic which named is ‘Good Taste”. That is the most popular food. OK uses the advanced electronic sales system, confidence to guarantee of certified products and the value for money with reasonable price. OK provides more convenience for customers through the fast, clean, friendly service characteristic, let them enjoy more shopping at the same time. This has 58-year-old, ranked second convenience stores on June 28, 2005 officially landed in Zhuhai. In the case of Zhuhai business, this is a new form that is never seen before.
1.Market Analysis
SWOT Framework Analysis of OK
1.1 Strength
(1)Convenience
Compare to other form, the largest operating characteristic is the fast and convenience. Customers want to buy what they need in the shortest possible time. Therefore, goods orders cycles and delivery cycles must be fast. The same as information transmission, commodity turnover, collection rate, service rate.
(2) Low barriers of operation
In terms of capital, technology, management, staffing, etc. , the requirements of OK is relatively low. As long as choose the appropriate place of business, accurate positioning consumer groups, they can be found in the market for survival and development space.
(3)Has self-owned brand
Want to stand out from the crowd in the fierce market competition, must has self-owned brand. OK has the advantage. It developed their own brand products----“Good Taste”. This food finds favor in consumers’ eyes and has a considerable amount of market share.
(4) Information Management
Now, OK uses the advanced dual-display of the POS systems. This system has accelerated the speed checkout, save staff hours of operation in the background so that convenient to consumers. It can show the goods customer buys, price and privilege clearly. Thus protect the interest of consumers.
2.Weakness
(1)Higher price
OK is difference with general multiple shop. Generally, the price is higher than supermarket about one percent so that the profit margins may be higher. Generally speaking, when the per capita income up to 1000 dollars. Consumer's shopping orientation begins to not pursuit only price orientation, they pay attention to convenience and personalized direction. So OK can only be face more developed economies and higher income areas.
(2)Lack of services
Convenience store aims to provide customers with a variety of facilities. Mature business model is not only selling goods, but also provides various services. Such as free provides telephone recharge, book train tickets and bus tickets, bus card recharge and pump and other services. But OK is not do it completely. Whether it is out of consideration to business strategy or a cost-saving, that is the immature performance of business ideas and methods. If OK provides these services so that it can attract more people and enhance communication with consumers and the rest.
3.Opportunity
(1)Small cities and rural market potential
At present, OK convenience stores only in the development of big cities, places relatively concentrated, China has more than 70% of the rural population, with the income and living standards, purchasing power increased, the demand for commodities presents a wide range of trends, the rural has become a great development potential market. In addition, in small cities and rural areas, relatively low labor and land, it may be cost savings.
(2)A relatively favorable economic environment
Convenience store business risk is small, with low barriers to entry is a good hedge of investment choice, despite the financial crisis, OK Convenience Stores has been greatly affected, but not a recession. As the Chinese residents have a higher savings rate, income growth slow-down in the current consumption patterns would not have a greater impact, can maintain the current level of consumption, therefore, a relatively favorable external economic environment and industry environment all for the OK convenience stores provide opportunities for the development
4.Threaten
(1) More competition in the same industry to join the ranks of living space and squeeze convenience stores.
Convenience store’ growth is very in the globe, and many convenience stores of foreign countries have entered the Chinese market, such as 7-11, In the face of the rise of a number of convenience stores will certainly be involved in carving up the Chinese market share of the OK Convenience Stores and caused a great threat.
(2) The competition from the local convenience store
The local Chinese convenience store has become the negligent force, their relative OK Convenience Stores of consumer habits, and culture has advantages, such as Mei-Yi-Jia, C-stores, Quik, etc., the domestic convenience stores occupy geographical advantage, Therefore, OK convenience stores have a great impact facing the development of domestic convenience stores.
2.marketing strategy
We get a realistic market conditions of OK convenience stores from SWOT analysis. Our group are based on OK market positioning, target customer and collecting the information both macro and micro, and then we use the 4C marketing strategy base on the situation of our school OK store to design a set of marketing strategies.
2.1 Customer
Customer means the needs of the customers. Firms must first understand and study the customers, according to customer needs to provide the product. Meanwhile, enterprises with more than just products and services, more importantly, the resulting customer value (Customer Value). 【1】Enterprises must put the customer first, customer is God. Stressed that the creation of customers is more important than the development of products to meet consumer needs and desires is more important than the product features. Not just sell the business you want to manufacture products, but to provide customers really want to buy products. Therefore, we must first identify our target market. OK for the school chain of convenience stores, it locks the customer base is to have a background in high-income families of young students, as target markets. Such target customer age range of 18 to 25 years old, to imitate or follow the Hong Kong way of life, living and learning more input, but very particular about personal consumption level and the instrument of civilization. Their demand is mainly reflected in the health facilities clean, decorations, nutritional snacks, nutritional drink, more relaxed and happy, etc. and focus on new features shop experience.
2.2 COST
Definition: Total cost of customer is made up of some certain funds, time, energy and physical strength when customers purchase a merchandise. For this reason, monetary cost，time cost, energy cost and physical power cost make up the Customer’s Total Cost.【2】
OK knows how to save customer’s various kinds of costs a lot to ensure its characteristic on purchasing soon and high efficiency.
1.Clean and orderly display of goods is the common feature for convenience stores.Circle K is no exception obviously. This feature convenience of our customers in a very short period of time to find the required goods than to look for your things here and there in a supermarkets. Cashier at the same time, set the screen rational design of two-sided pricing. It greatly reduces the cost of customer's time, energy costs and physical costs.
2.Circle K which in Beijing Normal University Zhuhai Campus provide us a campus card consumption project. This is in itself to convenience stores in order to save time on the students and teachers in the school, the more narrow the time cost of customers, may well be good policy suited to local conditions.
3.Not only in the way of goods and receivables are to reduce customer cost advantage, Circle K’s employees have taken the initiative to the corresponding period of we recommend that special, or promotions. Let us look at concessions as a means to remove his own time, but also get other people's services to meet our spiritual needs, reduce customer costs while also reducing the time cost.
4.Beyond those , we advise Circle K to take a fresh food from time to time with special rates for the implementation of marketing strategies. The response was mainly produced solely for the convenience store ok "good taste to know" the current system is tired of bread and other "fast food." Such as 8 o'clock in the evening after the leftover bread and fish balls, etc. to a sale, this method not only can solve the rest of the day food wastage, but also to meet in school psychological needs of students like concessions, both sides benefit.
For the reason of the customers hope to reduce relative cost such as monetary, time, energy and physical strength, etc to the minimum when they buy goods. Retail businesses must consider to meet the needs of customers willing to pay the "total cost of customer". Make efforts to reduce customer total cost of ownership, such as lowering the cost of commodity’s purchase price and marketing costs to reduce commodity prices, in order to reduce the cost of money of customers’; make efforts to improve work efficiency, to reduce customer's time spending as much as possible, saving the customers’ buying time. We should provide customers with detailed information andexcellent after-sales service to reduce customers’ mental and physical cost.
2.3CONVENIENCE
Convenience means to provide customers with the largest shopping and ease of use. This theory stresses distribution in the formulation of business strategy, more consideration should be the convenience of customers, rather than companies own convenience. Through a good pre-sale and after-sales service to let customers shop at the same time, but also enjoy the convenience. Convenience is an integral part of customer value 【3】.
In fact, the convenience store is a clear market positioning of retail formats, in the OK convenience stores and even convenience stores that in the world could facilitate the most facilitate feature, as well as their selling point. We should strengthen our customers "to consume with convenience", or "the store on the customer side" This business concept, with emphasis on the target customers’ shopping location, "close degree." Chain of convenience stores’ feature is the "convenience" rather than "chain." Merely to concern the location on the "convenience" is not enough, like the advantages of consumer of our school students, through accounting for the largest proportion, that is, the "place" on the convenience.
Through our study found that consumers have "requirement of convenient." This is a regular appearance with impulsive mood, simple decision-making or practice, consumer demand, consumers already know the basic products to meet those needs is what also know the value of their high or low, but the tendency, and accustomed to rapidly purchase and immediate consumption.
Therefore, we have this view for the OK convenience stores to set up the following marketing programs:
1.Great efforts to develop home delivery service. Thinking of the OK convenience stores, the characteristics of it is that have many self-produced goods. We believe that with the home delivery services, the sales space of product will be more extensive and popular. Promotion of the process, we can set the threshold amount of consumption, which the amount of up to a certain number of consumers have free home delivery service.
In fact, we also take into account the consignment of products (such as canned drinks, etc.) may be better than OK characteristics of the self-produced commodities (bread, snacks, etc.) of the gross profits of large amount of home delivery setting the threshold can be set to not the same. In addition, we can also consider this combination as a sales mix, and home delivery, such as: bottled drinks + self-produced bread. It is noteworthy to consider the delivery time and delivery on-site service for the cumulative cost accounting.
For example, the Guangdong Huayuan residential students staying at home can also enjoy the Haihua Chinese OK convenience store products. This is the supermarket can not do. Therefore, we believe that the implementation of this marketing plan is to play a greater convenience store "consume with convenience" features, this business will effectively increase customers, and not only to facilitate the OK convenience store near the location of several dormitory buildings .
2.Strengthen the recharge service for the consumers. Consumption in school life, phone cards, bus cards, Online Charge transactions, train or even plane tickets and so on are all belong to large consumption of consumer items, but at present did not complete their combined operating business. Described in the earlier integration of several projects and provide sales, it will be able to give customers greater convenience. Our survey found that customer's spending habits can also be obtained, For example: OK convenience stores for a long bus card Topping's consumer will tend to choose relatively OK convenience store phone card for top-up services. Therefore, through the development of the project, the customers also have a considerable advantage and influence.
Summary: convenience store operators who must be sharp marketing vision, attention and accurately identify the consumer "requirement of convenient" and to determined to win the action of this need. Satisfy consumer "requirement of convenient" means, in the consumer demand generated by a time to satisfy as soon as it is, without hesitation.
2.4Communication
The 4C marketing theory thought the corporation should be actively and effectively with customers through the two-way communication and establish a new relationship between corporation and customers based on common interests. This is no longer a one-way marketing and persuasion business customers, and it is find a thoroughfare of the same time to achieve each goals from the communication between the two sides.【4】
OK convenience store should foucs on communication with customers in order to better promote its own sales:
1.Dual-screen POS system, enhance staff interaction with customers, bringing fun of shopping.
The customers of convenience have a faster pace of life in general, they will to buy immediately when they need. And people are also more hurry when they are shopping. Therefore, it has high requirement on convenience stores service speed and receive money speed.
At present, each OK convenience stores using the most advanced dual-display of the POS system in the country. All the sales prices of commodities and the corresponding bar code are stored within the system. POS terminals by identifying bar code on each product to speed up the checkout speed. At the same time, record the full merchandise sales data, as well as the relevant time, customer and other intelligence information, to reduce staff hours of operation in the background, increasing access to opportunities to interact with customers. Thus it can more quickly understand the customer needs and providing a more satisfactory service.
Through the dual-screen POS system that can clear displayed each goods, prices, discount of the customer have bought. On the time of promotion and publicity, the POS system add relevant the performance of strong, personalized multimedia advertising combination or making interactive lottery games in electronic on-screen. So this can make full use of customer cash register waiting time of customers and let them enjoy more consumption of consume fun and experience a new sense of modern shopping.
2.The active of collecting the printing for gift
When you buy goods you can get the printing. If you collect a series of printings you can exchange some gifts matching the numbers of printings, such as mark cup, doll, shopping bag and so on.
The majority of customers especially like this activity, Because they can not buy something, but also collect printing for gifts. This is greatly increased the degree of customer participation in activities, and timely communication with communication with customers to understand customer needs.
3. Circle K pumped up customers' basketballs and bicycles and other items cheer freeof charge.
Circle K is not only convenient for people to buy merchandise but also pumped upcustomers' basketballs and bicycles and other items cheer free of charge. It providesmuch convenience for consumers' daily life. This service released by Circle K caterto the needs of students owing to the large percentage of bicycles’' owning bystudents in the university campus.
4. Heating of food free of charge to customers
OK convenience stores not only provide customers with the cooked food, and store inside is equipped with microwave, can be free of charge to needy customers heating food.
5.Clerk for customers to introduce merchandise
OK Convenience stores are generally equipped with four around the clerk，besides the cashier，workers are often communication with customer, chat, and introduces the goods store，making the customers know more about the goods of OK convenience store. Thus the customers ensure their needs, choosing the suit products.
6. Through the staff to other students part-time students on in-store events
The employees of OK Convenience stores in schools have part of college students. They are part-time employees. They work in OK Convenience stores in their spare time. Then they back to class will communicate with other classmates, and publicize recently the propaganda activities. They make the classmates know more about OK Convenience stores through this way to communicate with other classmates. And make a great publicity to OK Convenience stores. Make more customers know OK Convenience stores, then expand sales and customers.
Through a variety of communication, OK Convenience stores clearly understand to customer needs, timely to provide customers with the thoughtful service, better to promote the sales of goods and improve the sales.
Summary
After this our group of marketing experience to ok a convenience store as a model of this, starting from the market information, combined with macro-and micro-markets and convenience stores for the ok set up its own market position, and from the traditional 4p (product, place, price, promotion) to develop into 4c (customers, convenience, communication, cost), from four areas of the campus store ok designed in line with a series of marketing strategies to their needs. With the overall market situation, with Wal-Mart, Carrefour and other large supermarkets compared to, ok to highlight the advantages of its convenience; and 7-11 convenience stores and other high compared to, ok sure to highlight its cost advantage. Over time, we firmly believe in the convenience store the course of development, ok will identify strategies based on market situation, build brand, step by step to success!
Reference：
[1]杜婉音,乔香兰. 基于SWTO框架的中国便利店发展分析[J]现代商贸工,2009年第11期.
[2]周丹. 便利连锁营销模式创新研究[J]销售与市场，2004年2月.
[3]付荣华. 便利店经营策略探讨[J] 置南大学二商管理硕士学位论文，2003年4月.
[4]郑玉杰. 连锁便利店竞争力评价指标的构建, 对外岌会济贸易大学商管理士(MBA)学位论文，2005年10月.
Keyword: SWOT analysis, customer, cost, convenience, communication, marketing strategy.
Introduce
OK convenience store was founded in 1951, Texas, USA, which is a 24-hour convenience store chain operating in an international brand. So far, branch around the world and it owns more than 10000. OK is recognized as the fastest-growing international chain convenience store brand. It opened its first OK in HK since 1985, accumulated the wholly-owned and experience of success over 20 years. Convenience Retail Asia Ltd is in charge of the franchise in Hong Kong and mainland China. Convenience Retail Asia combines shopping behavior in difference markets with eating the actual situation of eating habits, goes deep into investigate and understand, introduce a new tailor-made mode of positioning and shops is "a new generation of convenience stores," In 2002, OK landing in Guangzhou and developing 14 branches rapidly. As a new generation of convenience stores, OK has its own characteristic which named is ‘Good Taste”. That is the most popular food. OK uses the advanced electronic sales system, confidence to guarantee of certified products and the value for money with reasonable price. OK provides more convenience for customers through the fast, clean, friendly service characteristic, let them enjoy more shopping at the same time. This has 58-year-old, ranked second convenience stores on June 28, 2005 officially landed in Zhuhai. In the case of Zhuhai business, this is a new form that is never seen before.
1.Market Analysis
SWOT Framework Analysis of OK
1.1 Strength
(1)Convenience
Compare to other form, the largest operating characteristic is the fast and convenience. Customers want to buy what they need in the shortest possible time. Therefore, goods orders cycles and delivery cycles must be fast. The same as information transmission, commodity turnover, collection rate, service rate.
(2) Low barriers of operation
In terms of capital, technology, management, staffing, etc. , the requirements of OK is relatively low. As long as choose the appropriate place of business, accurate positioning consumer groups, they can be found in the market for survival and development space.
(3)Has self-owned brand
Want to stand out from the crowd in the fierce market competition, must has self-owned brand. OK has the advantage. It developed their own brand products----“Good Taste”. This food finds favor in consumers’ eyes and has a considerable amount of market share.
(4) Information Management
Now, OK uses the advanced dual-display of the POS systems. This system has accelerated the speed checkout, save staff hours of operation in the background so that convenient to consumers. It can show the goods customer buys, price and privilege clearly. Thus protect the interest of consumers.
2.Weakness
(1)Higher price
OK is difference with general multiple shop. Generally, the price is higher than supermarket about one percent so that the profit margins may be higher. Generally speaking, when the per capita income up to 1000 dollars. Consumer's shopping orientation begins to not pursuit only price orientation, they pay attention to convenience and personalized direction. So OK can only be face more developed economies and higher income areas.
(2)Lack of services
Convenience store aims to provide customers with a variety of facilities. Mature business model is not only selling goods, but also provides various services. Such as free provides telephone recharge, book train tickets and bus tickets, bus card recharge and pump and other services. But OK is not do it completely. Whether it is out of consideration to business strategy or a cost-saving, that is the immature performance of business ideas and methods. If OK provides these services so that it can attract more people and enhance communication with consumers and the rest.
3.Opportunity
(1)Small cities and rural market potential
At present, OK convenience stores only in the development of big cities, places relatively concentrated, China has more than 70% of the rural population, with the income and living standards, purchasing power increased, the demand for commodities presents a wide range of trends, the rural has become a great development potential market. In addition, in small cities and rural areas, relatively low labor and land, it may be cost savings.
(2)A relatively favorable economic environment
Convenience store business risk is small, with low barriers to entry is a good hedge of investment choice, despite the financial crisis, OK Convenience Stores has been greatly affected, but not a recession. As the Chinese residents have a higher savings rate, income growth slow-down in the current consumption patterns would not have a greater impact, can maintain the current level of consumption, therefore, a relatively favorable external economic environment and industry environment all for the OK convenience stores provide opportunities for the development
4.Threaten
(1) More competition in the same industry to join the ranks of living space and squeeze convenience stores.
Convenience store’ growth is very in the globe, and many convenience stores of foreign countries have entered the Chinese market, such as 7-11, In the face of the rise of a number of convenience stores will certainly be involved in carving up the Chinese market share of the OK Convenience Stores and caused a great threat.
(2) The competition from the local convenience store
The local Chinese convenience store has become the negligent force, their relative OK Convenience Stores of consumer habits, and culture has advantages, such as Mei-Yi-Jia, C-stores, Quik, etc., the domestic convenience stores occupy geographical advantage, Therefore, OK convenience stores have a great impact facing the development of domestic convenience stores.
2.marketing strategy
We get a realistic market conditions of OK convenience stores from SWOT analysis. Our group are based on OK market positioning, target customer and collecting the information both macro and micro, and then we use the 4C marketing strategy base on the situation of our school OK store to design a set of marketing strategies.
2.1 Customer
Customer means the needs of the customers. Firms must first understand and study the customers, according to customer needs to provide the product. Meanwhile, enterprises with more than just products and services, more importantly, the resulting customer value (Customer Value). 【1】Enterprises must put the customer first, customer is God. Stressed that the creation of customers is more important than the development of products to meet consumer needs and desires is more important than the product features. Not just sell the business you want to manufacture products, but to provide customers really want to buy products. Therefore, we must first identify our target market. OK for the school chain of convenience stores, it locks the customer base is to have a background in high-income families of young students, as target markets. Such target customer age range of 18 to 25 years old, to imitate or follow the Hong Kong way of life, living and learning more input, but very particular about personal consumption level and the instrument of civilization. Their demand is mainly reflected in the health facilities clean, decorations, nutritional snacks, nutritional drink, more relaxed and happy, etc. and focus on new features shop experience.
2.2 COST
Definition: Total cost of customer is made up of some certain funds, time, energy and physical strength when customers purchase a merchandise. For this reason, monetary cost，time cost, energy cost and physical power cost make up the Customer’s Total Cost.【2】
OK knows how to save customer’s various kinds of costs a lot to ensure its characteristic on purchasing soon and high efficiency.
1.Clean and orderly display of goods is the common feature for convenience stores.Circle K is no exception obviously. This feature convenience of our customers in a very short period of time to find the required goods than to look for your things here and there in a supermarkets. Cashier at the same time, set the screen rational design of two-sided pricing. It greatly reduces the cost of customer's time, energy costs and physical costs.
2.Circle K which in Beijing Normal University Zhuhai Campus provide us a campus card consumption project. This is in itself to convenience stores in order to save time on the students and teachers in the school, the more narrow the time cost of customers, may well be good policy suited to local conditions.
3.Not only in the way of goods and receivables are to reduce customer cost advantage, Circle K’s employees have taken the initiative to the corresponding period of we recommend that special, or promotions. Let us look at concessions as a means to remove his own time, but also get other people's services to meet our spiritual needs, reduce customer costs while also reducing the time cost.
4.Beyond those , we advise Circle K to take a fresh food from time to time with special rates for the implementation of marketing strategies. The response was mainly produced solely for the convenience store ok "good taste to know" the current system is tired of bread and other "fast food." Such as 8 o'clock in the evening after the leftover bread and fish balls, etc. to a sale, this method not only can solve the rest of the day food wastage, but also to meet in school psychological needs of students like concessions, both sides benefit.
For the reason of the customers hope to reduce relative cost such as monetary, time, energy and physical strength, etc to the minimum when they buy goods. Retail businesses must consider to meet the needs of customers willing to pay the "total cost of customer". Make efforts to reduce customer total cost of ownership, such as lowering the cost of commodity’s purchase price and marketing costs to reduce commodity prices, in order to reduce the cost of money of customers’; make efforts to improve work efficiency, to reduce customer's time spending as much as possible, saving the customers’ buying time. We should provide customers with detailed information andexcellent after-sales service to reduce customers’ mental and physical cost.
2.3CONVENIENCE
Convenience means to provide customers with the largest shopping and ease of use. This theory stresses distribution in the formulation of business strategy, more consideration should be the convenience of customers, rather than companies own convenience. Through a good pre-sale and after-sales service to let customers shop at the same time, but also enjoy the convenience. Convenience is an integral part of customer value 【3】.
In fact, the convenience store is a clear market positioning of retail formats, in the OK convenience stores and even convenience stores that in the world could facilitate the most facilitate feature, as well as their selling point. We should strengthen our customers "to consume with convenience", or "the store on the customer side" This business concept, with emphasis on the target customers’ shopping location, "close degree." Chain of convenience stores’ feature is the "convenience" rather than "chain." Merely to concern the location on the "convenience" is not enough, like the advantages of consumer of our school students, through accounting for the largest proportion, that is, the "place" on the convenience.
Through our study found that consumers have "requirement of convenient." This is a regular appearance with impulsive mood, simple decision-making or practice, consumer demand, consumers already know the basic products to meet those needs is what also know the value of their high or low, but the tendency, and accustomed to rapidly purchase and immediate consumption.
Therefore, we have this view for the OK convenience stores to set up the following marketing programs:
1.Great efforts to develop home delivery service. Thinking of the OK convenience stores, the characteristics of it is that have many self-produced goods. We believe that with the home delivery services, the sales space of product will be more extensive and popular. Promotion of the process, we can set the threshold amount of consumption, which the amount of up to a certain number of consumers have free home delivery service.
In fact, we also take into account the consignment of products (such as canned drinks, etc.) may be better than OK characteristics of the self-produced commodities (bread, snacks, etc.) of the gross profits of large amount of home delivery setting the threshold can be set to not the same. In addition, we can also consider this combination as a sales mix, and home delivery, such as: bottled drinks + self-produced bread. It is noteworthy to consider the delivery time and delivery on-site service for the cumulative cost accounting.
For example, the Guangdong Huayuan residential students staying at home can also enjoy the Haihua Chinese OK convenience store products. This is the supermarket can not do. Therefore, we believe that the implementation of this marketing plan is to play a greater convenience store "consume with convenience" features, this business will effectively increase customers, and not only to facilitate the OK convenience store near the location of several dormitory buildings .
2.Strengthen the recharge service for the consumers. Consumption in school life, phone cards, bus cards, Online Charge transactions, train or even plane tickets and so on are all belong to large consumption of consumer items, but at present did not complete their combined operating business. Described in the earlier integration of several projects and provide sales, it will be able to give customers greater convenience. Our survey found that customer's spending habits can also be obtained, For example: OK convenience stores for a long bus card Topping's consumer will tend to choose relatively OK convenience store phone card for top-up services. Therefore, through the development of the project, the customers also have a considerable advantage and influence.
Summary: convenience store operators who must be sharp marketing vision, attention and accurately identify the consumer "requirement of convenient" and to determined to win the action of this need. Satisfy consumer "requirement of convenient" means, in the consumer demand generated by a time to satisfy as soon as it is, without hesitation.
2.4Communication
The 4C marketing theory thought the corporation should be actively and effectively with customers through the two-way communication and establish a new relationship between corporation and customers based on common interests. This is no longer a one-way marketing and persuasion business customers, and it is find a thoroughfare of the same time to achieve each goals from the communication between the two sides.【4】
OK convenience store should foucs on communication with customers in order to better promote its own sales:
1.Dual-screen POS system, enhance staff interaction with customers, bringing fun of shopping.
The customers of convenience have a faster pace of life in general, they will to buy immediately when they need. And people are also more hurry when they are shopping. Therefore, it has high requirement on convenience stores service speed and receive money speed.
At present, each OK convenience stores using the most advanced dual-display of the POS system in the country. All the sales prices of commodities and the corresponding bar code are stored within the system. POS terminals by identifying bar code on each product to speed up the checkout speed. At the same time, record the full merchandise sales data, as well as the relevant time, customer and other intelligence information, to reduce staff hours of operation in the background, increasing access to opportunities to interact with customers. Thus it can more quickly understand the customer needs and providing a more satisfactory service.
Through the dual-screen POS system that can clear displayed each goods, prices, discount of the customer have bought. On the time of promotion and publicity, the POS system add relevant the performance of strong, personalized multimedia advertising combination or making interactive lottery games in electronic on-screen. So this can make full use of customer cash register waiting time of customers and let them enjoy more consumption of consume fun and experience a new sense of modern shopping.
2.The active of collecting the printing for gift
When you buy goods you can get the printing. If you collect a series of printings you can exchange some gifts matching the numbers of printings, such as mark cup, doll, shopping bag and so on.
The majority of customers especially like this activity, Because they can not buy something, but also collect printing for gifts. This is greatly increased the degree of customer participation in activities, and timely communication with communication with customers to understand customer needs.
3. Circle K pumped up customers' basketballs and bicycles and other items cheer freeof charge.
Circle K is not only convenient for people to buy merchandise but also pumped upcustomers' basketballs and bicycles and other items cheer free of charge. It providesmuch convenience for consumers' daily life. This service released by Circle K caterto the needs of students owing to the large percentage of bicycles’' owning bystudents in the university campus.
4. Heating of food free of charge to customers
OK convenience stores not only provide customers with the cooked food, and store inside is equipped with microwave, can be free of charge to needy customers heating food.
5.Clerk for customers to introduce merchandise
OK Convenience stores are generally equipped with four around the clerk，besides the cashier，workers are often communication with customer, chat, and introduces the goods store，making the customers know more about the goods of OK convenience store. Thus the customers ensure their needs, choosing the suit products.
6. Through the staff to other students part-time students on in-store events
The employees of OK Convenience stores in schools have part of college students. They are part-time employees. They work in OK Convenience stores in their spare time. Then they back to class will communicate with other classmates, and publicize recently the propaganda activities. They make the classmates know more about OK Convenience stores through this way to communicate with other classmates. And make a great publicity to OK Convenience stores. Make more customers know OK Convenience stores, then expand sales and customers.
Through a variety of communication, OK Convenience stores clearly understand to customer needs, timely to provide customers with the thoughtful service, better to promote the sales of goods and improve the sales.
Summary
After this our group of marketing experience to ok a convenience store as a model of this, starting from the market information, combined with macro-and micro-markets and convenience stores for the ok set up its own market position, and from the traditional 4p (product, place, price, promotion) to develop into 4c (customers, convenience, communication, cost), from four areas of the campus store ok designed in line with a series of marketing strategies to their needs. With the overall market situation, with Wal-Mart, Carrefour and other large supermarkets compared to, ok to highlight the advantages of its convenience; and 7-11 convenience stores and other high compared to, ok sure to highlight its cost advantage. Over time, we firmly believe in the convenience store the course of development, ok will identify strategies based on market situation, build brand, step by step to success!
Reference：
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