7-eleven便利店在大陆的发展对策——基于台湾市场的比较分析

The Development Countermeasures of 7- eleven Convenience Stores in Mainland of China——Comparative analysis based on Taiwan market

7-eleven是全球第一大便利店连锁品牌,在众多国家和地区都开设了自己的店铺。在台湾地区经过多年的发展,已经取得绝对的竞争优势,成为台湾地区零售业的第一品牌;尽管进入大陆市场多年,但竞争优势尚不明显。通过对台湾市场与大陆市场的环境对比,分析大陆市场开拓不力的原因,同时借鉴台湾市场的成功经验,提出在大陆市场发展的对策。

7- eleven is the largest brand of chain convenience store in the world. They have set up their own shops in many countries and regions. Through years of development in the Taiwan Region,it has made the absolute competitive advantages,and become the first brand of retail industry in Taiwan. Although having entered the mainland market for many years,it hasn＇t shown the advantages.By comparing the environment of Taiwan market and the mainland market,we find out the problems of the mainland market development. From the successful experience of the Taiwan market,the thesis put forward countermeasures to develop the mainland market.