中石化石家庄地区加油站易捷便利店营销策略研究

发布时间：2018-05-11 05:20

本文选题：中石化 + 便利店　；参考：《河北工业大学》2015年硕士论文

【摘要】：近些年来,易捷便利店已经成为中石化平衡炼油亏损、弥补油品销售乏力的重要手段。随着我国成品油销售的成熟开放,成品油的销售利润逐年下降,与之相对的是,汽车数量的剧增为加油站提供了更多的客户群体,导致我国各大成品油销售商都在积极争取更多市场份额。因此,为了在激烈的竞争中脱颖而出,以易捷便利店为代表的非油业务成为中石化利润增长的新着力点,在拓宽销售渠道、提高竞争力等方面发挥了极其重要的作用。本文以石家庄地区的加油站为研究对象,立足于正在运营的171家加油站易捷便利店的实际情况,运用PEST、SWOT等分析方法,对石家庄易捷便利店的内外环境、客户和竞争对手、区域站点比较、优劣势和机会、威胁等多个方面情况进行了详尽研究,然后根据分析结果从市场需求和目标市场选择两个方面,对石家庄地区易捷便利店进行了较合理的市场定位,文章最后则按照7Ps营销理论的框架,为石家庄易捷便利店的商品、价格、渠道、促销、服务五个大方面制定了相应的营销策略,满足了加油站便利店未来发展的需要。
[Abstract]:In recent years, Eagate convenience stores have become an important means for Sinopec to balance oil refining losses and compensate for weak oil sales. With the mature and open of oil products sales in our country, the sales profit of refined oil products has decreased year by year. In contrast, the number of cars has increased dramatically, which provides more customers for gas stations. As a result of China's major oil products sellers are actively striving for more market share. Therefore, in order to stand out in the fierce competition, the non-oil business represented by the convenience store has become the new focus of Sinopec's profit growth, which has played an extremely important role in broadening the sales channels and improving the competitiveness. This paper takes the gas station in Shijiazhuang area as the research object, based on the actual situation of 171 convenient stores in operation, and applies the method of PEST-SWOT to analyze the internal and external environment, customers and competitors of Shijiazhuang Agile convenience store. Regional site comparison, advantages and disadvantages, opportunities, threats and other aspects of the detailed study, and then according to the results of the analysis from the market demand and target market selection two aspects, In the end, according to the framework of 7Ps marketing theory, the article makes a reasonable market orientation for Yijie convenience store in Shijiazhuang area. At last, it provides the products, prices, channels and sales promotion for Yijie convenience store in Shijiazhuang, according to the framework of 7Ps marketing theory. Five major aspects of the service to formulate the corresponding marketing strategy to meet the needs of the future development of convenience stores in gas stations.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22;F274

【相似文献】