大连中石化加油站开展新兴业务的营销策略研究

发布时间：2017-12-31 19:22

本文关键词：大连中石化加油站开展新兴业务的营销策略研究　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：大连中石化成立于2002年,现有加油站42座,分布于大连市内、开发区、旅顺、庄河、瓦房店及普湾地区,为了节约人工成本,提高效率,增加油品销量和新的利润点,在中石化总部的号召下,加油站于近年开始拓展新兴业务,2008年开始非油品销售业务,2012年开始自助加油业务,现有便利店40座,半自助加油站4座。通过近几年销售数据的比对发现,公司油品销售没有随着自助加油站数量的增多呈相应比例的增长,非油品的销售额逐年增加,毛利却止步不前。新兴业务发展受多方面原因的制约,发展缓慢,没有达到预期效果。本文以大连中石化加油站为依托,通过具体的分析,进行有针对性的研究,总结制约新兴业务发展的问题,即开展新业务目标市场不明确、新业务产品品种单一、未有效执行价格营销策略、未进行分渠道差异化营销、促销活动不到位,未利用所有资源广泛地开展关系营销。为了解决以上这些问题,本文从市场营销理论出发,在总结归纳现有研究成果的基础上,综合运用多种研究方法对加油站新兴业务的营销进行研究,利用PEST方法分析加油站的宏观环境、通过SWOT分析剖析公司的优势、劣势、机会和威胁,依据STP理论对市场细分要素的特征进行分析,进而选择目标市场,对市场进行定位,最后利用4P理论及关系营销理论提出适合大连中石化加油站发展新兴业务的产品、价格、渠道、促销策略。
[Abstract]:Dalian Sinopec was founded in 2002, there are 42 gas stations in Dalian, development zone, Lushun, Zhuanghe, Wafangdian and Puwan area, in order to save labor costs and improve efficiency. With the call of Sinopec headquarters, gas stations began expanding their new business in recent years, starting non-oil sales in 2008 and self-refueling in 2012. There are 40 convenience stores and 4 semi-self-service gas stations. Through the comparison of sales data in recent years, it is found that the company's oil sales did not increase in proportion with the increase in the number of self-service gas stations. The sales of non-oil products are increasing year by year, but the gross profit is stagnant. The development of new business is restricted by many reasons, the development is slow and does not reach the expected effect. This paper is based on Dalian Sinopec gas station. Through specific analysis and targeted research, this paper summarizes the problems that restrict the development of new business, that is, the target market of new business is not clear, the new business product is single, and the price marketing strategy has not been effectively implemented. In order to solve these problems, this paper starts from the marketing theory, which does not carry out the differentiated marketing, the promotion activities are not in place, and all the resources are not used to carry out the relationship marketing widely. On the basis of summing up the existing research results, this paper synthetically uses a variety of research methods to study the marketing of gas station emerging business, and analyzes the macro environment of gas station by using PEST method. Through the SWOT analysis to analyze the company's strengths, weaknesses, opportunities and threats, according to the STP theory to analyze the characteristics of market segmentation elements, and then select the target market, market positioning. Finally, the 4P theory and the relationship marketing theory are used to put forward the products, prices, channels and promotion strategies suitable for developing the new business of Dalian Sinopec gas station.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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