摘要随着生活水平的提高和“快节奏”的生活方式导致消费观念的改变，人们越来越适应“快节奏”、“快时代”的发展，也越来越追求便利性和即时性。而便利店则满足人们对这方面的需求，因此大受欢迎。我国便利店起步晚，自20世纪90年代末才进入中国沿海发达城市发展，相比国际上的便利店，我国便利店发展水平远远落后。便利店市场在国内还有很大的发展潜力。近年来我国便利店品牌也如雨后春笋般不断涌现。其中比较有代表性的有东莞的美宜佳、上海的快客和喜士多、四川红旗等便利店品牌。本文选取东莞美宜佳便利店为分析对象，通过4P理论展现当前美宜佳便利店的市场营销现状，重点利用4P理论对美宜佳便利店市场营销问题进行分析，并提出相应的营销建议，期望通过本文分析能对美宜佳便利店的市场营销策略进行优化。关键词：市场营销策略4P营销理论美宜佳便利店AbstractWiththeimprovementoflivingstandardandthechangeofconsumptionconceptcausedbythe"fastpace"lifestyle,peoplearemoreandmoreadaptedtothedevelopmentof"fastpace"and"fastera",andareincreasinglypursuingconvenienceandimmediacy.Conveniencestoresarepopularbecausetheycatertothisneed.China'sconveniencestoresstartedlate,sincetheendofthe1990sintoChina'sdevelopedcoastalcitiesdevelopment,comparedwiththeinternationalconveniencestores,China'sconveniencestoresdevelopmentlevelisfarbehind.Conveniencestoremarketstillhasverybigdevelopmentpotentialinthecountry.Inrecentyears,Chineseconveniencestorebrandshavesprunguplikemushrooms.Amongthem,therearesomerepresentativeconveniencestorebrandssuchasdongguanmeiyijia,Shanghaiqike,xishiduoandsichuanhongqi.Thisarticleselectstheappropriatedongguanbetterconveniencestoresasanalysisobject,andthroughthe4ptheoryshowthebeautyshouldbebetterconveniencestoremarketingpresentsituation,thekeytotheappropriateuseof4ptheoryanalysisbetterconveniencestoremarketingproblems,andputsforwardcorrespondingmarketingSuggestions,hopethroughthisarticleanalysistotheappropriatebetterconveniencestoremarketingstrategyoptimization.Keywords:marketingstrategy4Pmarketingtheorymeiyijiaconveniencestore目录TOC\o"1-2"\h\uHYPERLINK\l_Toc12153一、引言PAGEREF_Toc121531HYPERLINK\l_Toc32356（一）研究背景PAGEREF_Toc323561HYPERLINK\l_Toc26318（二）研究目的及意义PAGEREF_Toc263181HYPERLINK\l_Toc29380二、美宜佳便利店概况及营销管理现状PAGEREF_Toc293801HYPERLINK\l_Toc28982（一）美宜佳便利店概况PAGEREF_Toc289821HYPERLINK\l_Toc30992（二）美宜佳便利店营销管理现状PAGEREF_Toc309922HYPERLINK\l_Toc22877三、美宜佳便利店市场营销存在的问题PAGEREF_Toc228