本科论文摘要零售业有着悠久的历史，是连接消费者和生产商之间必不可少的环节，在流通体系中占据主体地位。零售行业已经从广泛的发展过渡到复杂的管理，更加关注每个细节。近年来，随着人们生活方式和购买习惯的变化，零售业也在经历着一次又一次的变革，不断创新并在不断发展着。这就需要便利店需要及时调整其营销渠道策略，以适应不断变化的需求。本文通过对全家便利店中国市场营销渠道进行研究，分析其营销渠道，并改进全家便利店在中国市场的营销渠道，来提升企业竞争力和利润。首先文章通过市场营销、营销渠道等理论解读研究主体；通过分析全家便利店中国市场营销现状，发现其渠道方面存在的不足；其次通过外部环境PEST分析，波特五力环境分析，内部环境SWOT分析了全家便利店中国市场营销环境；再次分析了全家便利店营销渠道存在的问题及问题原因，明确全家便利店在中国市场存在的渠道问题，并针对现存问题提出解决对策，来帮助全家便利店提高竞争力，扩大市场占有率、提高市场份额。关键词：全家便利店；中国市场；市场营销；营销渠道；AbstractTheretailindustryhasalonghistory,isanindispensablelinkbetweenconsumersandmanufacturers,andoccupiesadominantpositioninthecirculationsystem.Theretailindustryhastransitionedfromextensivedevelopmenttocomplexmanagement,payingmoreattentiontoeverydetail.Inrecentyears,withthechangesinpeople'slifestylesandbuyinghabits,theretailindustryhasalsoundergonechangestimeandtimeagain,constantlyinnovatinganddeveloping.Thisrequiresconveniencestorestoadjusttheirmarketingchannelstrategiesinatimelymannertoadapttochangingneeds.ThisarticlestudiesthemarketingchannelsoffamilyconveniencestoresinChina,analyzestheirmarketingchannels,andimprovesthemarketingchannelsoffamilyconveniencestoresintheChinesemarkettoenhancecorporatecompetitivenessandprofits.First,thearticleinterpretstheresearchsubjectthroughtheoriesofmarketing,marketingchannels,etc.;byanalyzingthecurrentmarketingsituationofthefamilyconveniencestoreinChina,itdiscoversthedeficienciesinitschannels;second,throughtheexternalenvironmentPESTanalysis,Porter’sfive-powerenvironmentalanalysis,andinternalenvironmentSWOTanalysisFamilyconveniencestoremarketingenvironmentinChina;onceagainanalyzestheproblemsandcausesoffamilyconveniencestoremarketingchannels,clarifiesthechannelproblemsoffamilyconveniencestoresintheChinesemarket,andproposessolutionstoexistingproblemstohelpfamilyconveniencestoresincreasecompetitionToexpandmarketshareandincreasemarketshare.Keywords:familyconveniencestore;Chinesemarket;marketing;marketingchannels;目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc32267"第一章绪论PAG