四川销售公司加油站便利店促销策略研究

发布时间：2019-04-26 19:11

【摘要】：随着我国成品油市场的开放,市场竞争加剧,加油站多元化经营在我国得到了一定的发展。本文针对非油品业务在国内外发展的现状,基于市场营销中的相关理论,结合国内外加油站便利店的促销策略及实践,对中国石油四川销售分公司的促销策略进行了系统的研究。首先分析了中国石油天然气集团公司旗下的四川销售分公司加油站便利店的发展现状及促销现状,并总结了促销现状中存在的问题。其次探讨了促销策略的影响因素,根据四川销售公司的特殊情况,分别从内部影响因素和外部影响因素两个方面展开了讨论。其中内部影响因素包括促销观念、企业经营管理、人员、促销手段、促销方式和促销效果,而外部影响因素则包括顾客类型及消费群体、购买行为、社会消费心理、便利店位置和营销政策等。并在此基础上比较了不同的促销策略,讨论了如人员推销、广告、公共关系、销售促进的优缺点及适用范围。同时,基于不同位置的加油站便利店、不同类型加油站便利店、不同类型消费者的加油站便利店对有关促销策略及促销组合进行了选择。得出加油站便利店应该根据所处地理位置的不同、加油站自身类型的不同和目标顾客的差异,采用不同促销策略及促销组合的结论。最后探讨、分析制定出适合四川销售公司加油站便利店发展的最优促销策略方案,包括加油站便利店的促销活动程序、组织框架、方案形成和加油站便利店促销策略的实施,并以此指导四川销售分公司加油站非油品业务的开展,从而为同类企业开展加油站非油品业务,推进便利店的发展提供一定的参考,有效地拓展我国加油站的利润空间,提高我国加油站在市场上的竞争力。
[Abstract]:With the opening up of China's oil products market and the intensification of market competition, the diversified operation of gas stations has been developed to a certain extent in China. In view of the development of non-oil business at home and abroad, based on the relevant theory of marketing, combined with the promotion strategy and practice of convenience stores at gas stations at home and abroad, The promotion strategy of PetroChina Sichuan sales Branch is studied systematically. This paper first analyzes the present situation of development and promotion of convenience stores of gas stations in Sichuan sales branch of China National Petroleum Corporation (CNPC), and summarizes the problems existing in the present situation of sales promotion. Secondly, the influence factors of promotion strategy are discussed. According to the special situation of Sichuan sales Company, the internal factors and external factors are discussed respectively. The internal influencing factors include promotion concept, enterprise management, personnel, promotion means, promotion method and promotion effect, while external factors include customer type and consumer group, purchase behavior, social consumption psychology, and so on. Convenience store location and marketing policy, etc. On this basis, the different promotion strategies are compared, and the advantages and disadvantages of personnel promotion, advertising, public relations, sales promotion and the scope of application are discussed. At the same time, based on different locations of gas station convenience stores and different types of consumers' gas station convenience stores, the promotion strategy and promotion combination are selected. It is concluded that the convenience stores of gas stations should adopt different promotion strategies and combination according to the different geographical location, the different types of gas stations and the difference of target customers. Finally, the optimal promotion strategy scheme suitable for the development of gas station convenience store in Sichuan sales Company is analyzed, including the promotion activity procedure, the organization framework, the scheme formation and the implementation of the gas station convenience store promotion strategy, which is suitable for the development of gas station convenience store in Sichuan Province. And this guide Sichuan sales branch gas station non-oil business development, thus for similar enterprises to carry out gas station non-oil business, promote the development of convenience stores to provide a certain reference, effectively expand the profit space of gas stations in China. Improve the competitiveness of gas stations in the market.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.22

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