Today, the world economy is moving towards the global market, and the internationalization of commercial competition is developed, and the new economy representative of Internet, knowledge economy, and high-tech to meet the needs of consumers as the core economy. The development of new economies requires marketing tools to meet the new needs of the market development. Market market needs to identify customer needs and desires, and determine a target market that can provide the best service, design appropriate products, services and plan programs to meet The needs of these markets are to create customers satisfaction and obtain profits through the establishment of a particular value tendency to establish a specific value. Network marketing is a series of market behaviors that achieve marketing objectives with online network, computer communications, and digital interactive media. Its essence is to exclude or reduce obstacles, booting goods or services from producers to consumers. It is an inevitable product of the new economy. In 1927, it was founded in Dallas, Texas, USA, first name for southern company, the main business is a retail ice, milk, eggs. In 1964, the "pioneering" that has been facilitated at the time, the opening time is extended to 11:00 pm, since then, "7-Eleven" legendary name was born. In May 1972, the first store in Japan 7-Eleven opened in Tokyo. Since then, Japan's 7-Eleven has entered a high-speed growth period. At that year, there were 15 stores, while the United States 7-Eleven is the intersection of destiny, first in the urban market failure, then The most critical participation speculation, the most crucial is the white heat of convenience store competition in the 1980s, the emergence of outskirts and discounts, making it incorrectly adopted a price discount, and the result must be a competitive advantage of convenience store. Lost. As the "son", Japan 7-Eleven has quickly stronged in a short period of time. In 1987, the United States 7-Eleven in In order to go out of the dilemma, the Chartered contract mortgage to the rental company, and I have to pay for the transfer of the transfer in 1989. Hawaii and Canada's 7-Eleven stores give this 7-Eleven companies that have dismissed. In 1992, as a franchisee, Japan 7-Eleven officially made a master, completely took over all its work of its headquarters. Now, it has more than 20 countries and regions in the four continents, with a total of more than 23,000 retail points, which is close to 30 million customers, stable in the world's largest chain convenience store. What is the reason why Japan 7-Eleven has achieved such impressive results? Its main reason is that 7-Eleven can use the ELTD of electronic communication with customers:
First, Xu Xi and easy to use computer network
In the mid-1980s, 7-Eleven has used the POS system that monitors customers to purchase behaviors, replacing old-fashioned cash outages. 7-ELEVEN starts to establish such a system, hardware equipment is produced by NEC, because it is so difficult to create such a complex software system, and finally, it helps to build a Windows-based microsoft company. Custom system. In 1996, the software was installed on approximately 61,000 computers, which were dispersed in 7-Eleven's stores, headquarters and suppliers. In 1998, the system update work was completed, and the special line of the Direct That Microsoft's Seattle Office provided real-time technical support for the new system. Software support situation is under uninterrupted monitoring status, if the system is paralyzed Automatic fixing, if more than two paralysis occurs, it will notify local maintenance enterprises in time. After a number of years, the analysis is given to Microsoft. It is a broadering, because Microsoft becomes a must-have product on the global PC, which makes the 7-Eleven network system and customers easy. 7-Eleven's network platform fully plays its functionality. Now every 7-Eleven store has a satellite receiver, using satellite reception is not only cheaper than using ground fiber optic cable, but also for suburban stores, this is the only feasible choice, Japan in the earthquake, satellite reception The instrument also provides two sets of guaranteed telephone lines for the store, and its hosts are in Tokyo and Master. This internal network system that can closely contact suppliers, shops, employees and banks, for many retail companies, even in Internet technology has reduced system building costs and complexity today, this new technology system is Other chain retailers in Japan have four major advantages. First, you can monitor the needs of customers. "We believe that the essence of competition is changing. The company is not to sell goods to customers, but to let customers' demand to promote the development of the company." 7-Eleven Information System Director Makoto USUI is said. Second, 7-Eleven can use sales data and software to improve corporate quality control, product pricing and product development. With this system, 7-Eleven can collect sales information of all stores three times a day, and the analysis is completed within 20 minutes. This makes 7-Eleven companies identify which merchants or packaging attract customers. "7-Eleven sales and product development ability is daunting. It feels new trends and develops high quality products, which is far higher than other manufacturers." Now 7-Eleven is using these skills to increase There is a development of a high-profit self-owned brand product. Third, the new system can help predict the annual market trend. Customers are getting better and better, and the product life cycle is generally shortened to become new development trends. Box lunch, rice group and sandwich have almost constitute a convenient sale of one day sales, but this trend has been very short. 7-Eleven claims that it can be synchronized with the trend is that it has been concerned about the weather changes. From hundreds of private meteorological center reports, reach all stores 5 times a day, each center covers the area within the radius of 20 kilometers, which is very useful in Japan, because the town is 40 km away, the temperature can be 5 degrees . Each report will compare today with yesterday's temperature. Fourth, 7-Eleven's electronic investment has improved the efficiency of the company's supply chain. The order flows accelerates, ordering at 10 o'clock in the morning, pick up the goods in the afternoon, the electronic treatment process of orders is no more than 7 minutes. These goods were sent to 230 distribution centers dedicated to 7-Eleven. The truck driver of the shipping carries a barcode card, and when they arrive at the shipping point, they can scan the card in the store.
If a driver is always late, the dispatcher will examine the route of its walkway or increase other trucks to alleviate its carrier, and 7-Eleven also helps suppliers and manufacturers to control their replenishment. 7-Eleven is not satisfied with the enterprise-based system-based system, and the development plan based on Internet technology has been in progress. It is planning to install an e-commerce software provided by ARIBA Japanese company for office supplies. lower costs. In this regard, it has tasted sweet. In the past 10 years, 7-Eleven is committed to becoming a "paperless" company. Now the management fee of 70 billion yen is now reduced, and the application of Internet technology will save the company more. In addition, on the basis of its huge chain, 7-Eleven will turn themselves into online transactions payment points and delivery points. E-Shop! Books (A Sale Company) Many customers choose to pick up and pay at 7-Eleven. This app also helps to attract passenger flow, making 7-Eleven average daily sales of 1.5 times the opponent. Second, using the actual payment method, continuously expand its business scope
After the barcode identification system was installed in 1987, 7-Eleven turned its store into a place for payment public goods (water, electricity, gas, etc.). After almost 15 years later, this change (only need to increase rare investment in software systems) to make 7-Eleven's 3% share in this huge market, and in this market competitors include banks and post offices. . Now, the company is transforming the store to network purchase, picking up the goods to increase its passenger traffic. In a consumer to use a credit card in the Internet, it is more willing to pay cash in the store, this is a smart move. Indeed, just as 7-Eleven said, about 75% of online shoppers is picking up payment from realistic stores made of brick sails. 7-Eleven store daily sales is about 50% higher than its largest competitor. Its website 7dream.com has been opened in July 2001, and the website's cooperative enterprises have additional seven, including NEC and Nomura Institute, which provides a wide range of goods and services, including books, CDs, concert tickets. And tourism services. 7-Eleven South China Regional Manager Ma Shihao also talked about the management experience in this area: In Guangzhou, 7-Eleven became the first 24-hour retail store for the first "good" self-service payment terminal, the terminal in addition to paying In addition to the functions of various costs, you can purchase insurance and ordering flights. And in Shenzhen, 7-Eleven passed a series of market research, and found that Shenzhen customers like to pay mobile phone bills with cash payment. In view of this, 7-Eleven opened up an alternative payment path, and actively expand mobile phone cash payment service platform, becoming the first Home 24-hour "real-time" retail network of China Mobile phone bills. Customers only need to report the phone number required to pay by the 7-Eleven branch of Shenzhen, and complete the entire payment process after payment. In order to meet the needs of the majority of netizens, 7-Eleven uses the current billing payment service platform to expand the application range, and provide the "E-Currency" order prepaid service for the website. The first use of this service is a huge browse and registered members of Sina.com. Since the launch of the online toll platform "SINAPLAY (Sina Music Yuan)", Sina.com has been welcomed by netizens. The registered users are constantly improving. In order to make this service more popular, Sina is integrated through the retail network of 7-Eleven New outlet prepaid services, let users easily buy "SINAPLAY Sina Le Yuan"; cooperate with the business online bookstore CP1897.com Cooperative Middle School textbook ordering and extraction services, the purpose of providing a one-stop bookstore for parents and middle school students; Compose a strategic alliance with Gishi Technology GIPEX.COM, providing newprints and digital image services for 7-Eleven.
In recent years, 7-Eleven will continue to supplement the service content according to customer requirements, and use the 7-Eleven store network to expand the eight major items 24-hour convenience services, including: 1. Telecommunications services: including all kinds of phone cards, mobile phone recharge cards, Revert to SIM card and provide mobile phone charging, etc. 2, Internet related services: Internet card, game point card and website point card, etc .; 3, ticket service: including sports lottery, lottery betting card, various concerts, exhibitions and lectures Tickets, as well as parking cards, etc .; Customer needs, provide delivery home service; 7. Traditional convenience services: sale stamp, copy, fax, etc .; 8, in addition to using the store network advantage, 7-Eleven also uses the characteristics of the counter to deal with the trading, becoming the first in the market. The network, development payment services for alternative payment pathways. Third, centralized logistics management
Typical 7-Eleven convenience stores are very small, with an average of only 100 square meters, but the daily necessities provided by such stores are more than 3,000. Although the product variety supplied in the convenience store is widely used, there is no storage site, in order to improve the sales of goods, the sales venue should be as large as possible. In this way, all items must be able to get timely supplementation through the distribution center. If a consumer cannot buy the goods in the store, the store will lose a sales chance and make the image of the convenience store. First, the establishment of the regional distribution center in order to ensure efficient supply, Japan 7-Eleven has to rationalize the rationalization of the old distribution channels. Many Japanese wholesalers have often qualitatively specifically produce a specific manufacturer, allowing for a manufacturer's product. In this system, if the retailer has to operate a series of goods, they have to deal with many different wholesalers. Each wholesaler must deliver a truck separately to the retailer. The delivery is extremely low, and the delivery time Unsure, but people tend to ignore this low efficiency of this distribution system. 7-Eleven is reforming on the integration and restructuring channels. Under the new distribution system, a commissioned wholesaler is designated for a number of sales activities, authorizing products from different manufacturers. In addition, 7-Eleven signs sales agreements through and wholesalers, manufacturers, and can develop efficient distribution channels to connect with all stores. 7-Eleven is divided into different regions and commodity groups, and forms a joint distribution center, and the center is unified, and then distributes to the stores. The geographical division is generally 35 kilometers near the central city business district, and other local markets are 60 kilometers of square meters, and a joint distribution center is set up in various regions to achieve high frequency, multi-variety, small unit distribution. After implementing the common logistics, the daily transportation vehicles of their stores have decreased from more than 12 vehicles. In addition, this documentary distribution center fully reflects the information sales, the channels and inventory information, and 7-Eleven gradually mastered the leadership of the entire industrial chain. In the case of competition in the chain industry, 7-Eleven will strive for considerable space for the improvement of overall profits by reducing cost savings. Second, the expansion of the scale of logistics system, and the establishment of a centralized logistics system is dominated by 7-Eleven, but the construction of the logistics system is expanding by the cooperative manufacturer and dealer according to the 7-Eleven's outlets. It is tailored to its unique business process and technology. These technologies have order online networks, digital sorting techniques, invigorate vehicles standardization systems and special logistics barcode technology. For example, in Japan, 7-Eleven's dessert delivery is borne by wholesaler A, initial, using his idle warehouse for 7-Eleven, and arranged specialized management personnel, but with 7-Eleven's dramatic expansion, in order to ensure its product supply rights, A increased the construction and development of the logistics center, and four distribution centers were established in Kanto. Each distribution center distributes all the hearts of 500 left and right stores, which are probably between 650 and 700. Every morning, from 8:00 to 10:30, from the production company, the goods you want to purchase will be in the ware before noon. In order to ensure stable supply, each distribution center has 4 days of safety inventory, and is supplemented in a timely sales and production situation. At 11:30 in noon, the distribution center started to arrange the second day, distributed route, distribution store, distribution variety, delivery notice, etc., and handed over to all relevant departments. At the same time, digital stockings are issued to the spare unit through the computer.
Set the delivery process in minutes to calculate: From a distribution team logistics activity time, a store's spare time is about 65 seconds, and the freight is spent about 5-6 minutes; from nodding to end take 15 minutes, all 170 -180 stores for more than 4 hours, that is, the entire logistics activity time is approximately 4 hours (no truck is waiting for the time of the delivery center waiting for the time); the truck usually stays for one night in the delivery center, 4:30 in the second day By 5:30, according to the principle from far to near-near, it is the earliest truck time to go to the store. The time of running is not wrong. The store is 15 minutes, plus 15 minutes of rest time. Each store product distribution takes half an hour; that is, at 9:30 in the morning or 10:30 in the morning, complete the product distribution task of all stores. From the delivery efficiency of each car, in addition to the special reason for climate, the average of 750,000 yen per vehicle distribution product, the loading rate can be stable to 80%. The distribution center is supplied with 5 billion yen per month, which is equivalent to supplying 1 million yuan for each store. Truck operating costs are 24,000 yen per day, equivalent to 3.2% of the supply, within 3.0% -3.5% of the cost target management value, 7-Eleven compressed a large number of logistics costs. Now, 7-Eleven has implemented a three-day delivery system. These include special distribution, that is, when the weather changes will occur in the next day, additional goods are delivered. Give 7-Eleven to all of its dot stores to provide freshness, high value-added products, thus providing consumers with more convenient, fresh food, achieving operational optimization with other convenience stores through its concentrated logistics The management system has successfully cut logistics costs equivalent to 10% of the original price of goods. Managing goods as information-oriented is the most proud of 7-Eleven. As early as 1978, 7-Eleven began the construction of the information system. After that, after another 4 information systems, currently, 7-Eleven has developed into the company's retail information and the highest level of automation. Through its developed information system, by means of satellite communication, 7-Eleven can subdivilize the order of the goods, give a positive guidance on the store, and the goods can be managed in time. Really doing single product management. Because of this, 7-Eleven's logistics efficiency is very high, but it not only has a huge logistics distribution system, but also its joint distribution, global logistics and other practices are subject to effective business methods and strategies to be accepted by the world. The breaking of the network economy makes the company's understanding of online marketing, and the Internet has its own unique advantages and features. Powerful communication capabilities and interactive information dissemination is conducive to enterprises to facilitate market research, which helps enterprises to achieve pre-sales. China, after-sales full marketing, while reducing the cost and cost proportion of goods occupied by the entire supply chain produced to sales in business management; however, the Internet also has its shortcomings, open structures Bring huge amount of information, but also affects network security, especially the electronic payment system. Before most people do not accept electronic money, it is a very practical way to use the counter transaction; at the same time, it is established by the network. The logistics system is very efficient, especially chain business, and logistics is equivalent to the blood system in its position.
