中国石化（内蒙古）易捷便利店营销策略研究

发布时间：2018-04-25 21:41

本文选题：加油站 + 易捷便利店　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：近年来,加油站便利业务在国内外范围内,已经成为便利店零售行业中一项蓬勃发展的新领域。中国石化在借鉴国际先进成品油销售企业加油站便利店业务先进经验的基础上,大力发展加油站便利店业务,形成了易捷便利店品牌。中国石化下属内蒙古分公司是传统的成品油销售公司,是自治区主要成品油供应商。在当前宏观经济新常态、成品油行业经营困难的形势下,大力发展易捷便利店业务,便利店业务从无到有,从小到大,实现了跨越式发展。中国石化选择开设便利店,是时代的要求,是企业的必然选择。但在经营发展过程中遇到了来自内外部诸多挑战。论文以中国石化内蒙古分公司的便利店业务为研究对象,首先阐述加油站便利店业务的研究背景、意义及国内外便利店业务和加油站便利店业务发展情况综述,简要陈述了相关理论,紧接着描述了中石化内蒙古分公司易捷便利店业务发展的进程和特点,并运用SWOT分析法,以及问卷调查法,通过大量详实的经营数据,详细总结易捷便利店业务发展存在的问题,分析了问题的成因;经过深入研究,从五个方面,提出了易捷便利店的营销策略。最后得出结论,加油站便利店大有可为,市场潜力巨大,发展前进广阔。本论文希望通过深入研究易捷便利店的发展问题和对策,立意高远,为中国石化内蒙古分公司易捷便利店的发展提供良好的建议和帮助,解决长远发展的深层次问题,确保易捷便利店能够长远健康持续高速发展。
[Abstract]:In recent years, the convenience service of gas station has become a new field of rapid development in the retail industry of convenience stores at home and abroad. On the basis of drawing lessons from the advanced experience of the gas station convenience store business of the international advanced oil products sales enterprise, Sinopec has vigorously developed the gas station convenience store business and formed the Eagate convenience store brand. Sinopec Inner Mongolia Branch is a traditional oil products sales company, the autonomous region's main oil suppliers. Under the situation of the new normal of macro economy and the difficult operation of the oil products industry, we should vigorously develop the convenience store business from scratch, from small to large, and realize the development by leaps and bounds. Sinopec chooses to open the convenience store, is the time request, is the enterprise inevitable choice. However, in the process of business development has encountered many challenges from the inside and outside. Taking the convenience store business of Sinopec Inner Mongolia Branch as the research object, this paper first describes the research background and significance of the convenience store business of the gas station, and summarizes the development of the convenience store business at home and abroad, as well as the development of the convenience store business at the gas station. This paper briefly describes the relevant theories, and then describes the process and characteristics of the development of the convenience store business of Sinopec Inner Mongolia Branch, and applies SWOT analysis method and questionnaire method, through a large number of detailed management data, This paper summarizes in detail the problems existing in the development of the convenience store business, analyzes the causes of the problems, and puts forward the marketing strategy of the convenience store from five aspects. Finally, the conclusion is that the gas station convenience store has great market potential and broad development. This paper hopes that through the in-depth study of the development problems and countermeasures of the convenience store, the purpose of this paper is to provide good advice and help for the development of the convenience store in Inner Mongolia Branch of Sinopec, and to solve the deep-seated problem of the long-term development. To ensure the long-term healthy and rapid development of Eagate convenience store.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.22;F274

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