中国石油H销售分公司加油卡营销策略研究

发布时间：2018-10-24 10:28

【摘要】：加油卡是适应成品油市场形势发展的必然产物,是用来为汽车加油的储值卡,有极高的便利性,并且针对不同品牌的加油卡有不同的优惠措施和增值服务。加油卡可以为客户提供更优质的服务的特性得到了广大消费者的普遍认同,“刷卡加油”已成为引领成品油零售市场的新潮流。加油卡业务已经发展成为当今成品油销售企业竞争的一种有效营销手段,它可以锁定优质高效客户,为销售企业的扩销增量,扩大市场份额,取得竞争优势提供重要支撑。目前,国内外各大石油公司都推出本企业的加油卡,并实施一系列加油卡营销策略,起到较好的实施效果。加油卡对客户而言,除了“支付”功能之外,还可以获得一定增值服务；对企业而言,加油卡是记录客户数据,研究消费需求和行为的有效手段：对一线零售员工来说,加油卡减少了现金收取的风险,降低企业开发客户的成本。因此,本文从中国石油H销售分公司加油卡营销现状及存在问题着手,依据市场营销的相关理论,分析了加油卡的市场需求和市场竞争状况,明确了中国石油H销售分公司加油卡的市场定位,在此基础上,提出了该公司加油卡的产品策略、推广策略、渠道策略、价格策略、促销策略及客户忠诚度策略,形成了该公司加油卡的营销策略组合。
[Abstract]:Refueling card is an inevitable product to adapt to the development of the market of refined oil, is a stored value card used to fuel the automobile, has extremely high convenience, and has different preferential measures and value-added services for different brands of refueling cards. The characteristic that refueling card can provide customers with better service has been generally accepted by consumers. "swiping card refueling" has become a new trend in leading the retail market of refined oil. Refueling card business has developed into an effective marketing method in the competition of oil products sales enterprises. It can lock in high quality and efficient customers and provide important support for sales enterprises to expand sales increment, expand market share and obtain competitive advantage. At present, oil companies at home and abroad have launched their own refueling cards, and implemented a series of refueling card marketing strategies, which play a better implementation effect. In addition to the "pay" function, refueling cards can also provide certain value-added services. For enterprises, refueling cards are an effective means to record customer data and study consumer demand and behavior: for front-line retail employees, Refueling cards reduce the risk of cash collection and reduce the cost of developing customers. Therefore, starting from the current situation and existing problems of refueling card marketing in CNPC H sales Branch, according to the relevant theory of marketing, this paper analyzes the market demand and market competition of refueling card. The market orientation of refueling card in CNPC H sales Branch is clarified. On this basis, the product strategy, promotion strategy, channel strategy, price strategy, promotion strategy and customer loyalty strategy of CNPC are put forward. Formed the company refueling card marketing strategy combination.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22

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