加油站客户忠诚研究

发布时间：2018-10-29 19:56

【摘要】：本论文在顾客忠诚理论等有关理论的基础上,主要研究了以下四大方面的问题:一是从理论及实践研究背景出发,认为有必要针对中石化广东H分公司加油站客户忠诚战略相关问题开展系统性研究。在当前中国加油站市场准入的逐渐放松,跨国公司开始大量进入中国进行加油站建设,这使得成品油终端销售市场面临着严峻的挑战,中石化广东H分公司加油站的实际业务经营能力和跨国公司有着一些差距,存在着用户忠诚度不足的问题。其次,明确了加油站开展营销活动的核心就是提高用户忠诚。这一理论是针对加油站市场的实际环境提出的,用户的实际需求有了一定的变化,而当前的加油站业务存在局限问题,因此需要向国外加油站学习,提升用户忠诚度。第三,以中石化广东H分公司加油站的油品与非油品业务研究为例,通过中石化H分公司加油站客户结构与消费特征分析,以及国内外加油站主要客群及消费特点对比,从中发现公司当前面临的影响客户忠诚的有关问题。对该公司面临的竞争优劣势及发展机遇等进行分析,并通过客户问卷调查数据对其所面对的顾客需求进行研究,在综合各项影响因素及现有条件的情况下,针对中石化H分公司加油站目前经营中存在的顾客忠诚有关问题,提出中石化H分公司加油站下一步经营发展的具体措施与策略,从而使本论文研究成果的可行性得到验证—即中石化H分公司要进一步做好经营发展的前提是必须要在顾客忠诚度上实施较大程度的改变。最后,综合油品及非油品业务共同发展的思路,制定了中石化广东H分公司加油站业客户忠诚战略,通过油品及其他商品,制定了对应的措施,以进一步增加加油站的用户忠诚度。
[Abstract]:On the basis of customer loyalty theory and other related theories, this paper mainly studies the following four major problems: first, from the theoretical and practical research background, It is necessary to carry out systematic research on customer loyalty strategy of gas station in Guangdong H Branch of Sinopec. At present, with the gradual relaxation of market access for gas stations in China, multinational companies begin to enter China in large numbers to carry out gas station construction, which makes the market for the end sales of refined oil products face severe challenges. There is a gap between the actual operation ability of the gas station of Guangdong H Branch of Sinopec and that of multinational companies, and the problem of insufficient customer loyalty exists. Secondly, it is clear that the core of gas station marketing activities is to improve customer loyalty. This theory is based on the actual environment of the gas station market. The actual demand of the users has changed to a certain extent, but the current gas station business is limited, so it is necessary to learn from foreign gas stations to enhance the loyalty of users. Thirdly, taking the study of the oil products and non-oil products business of the gas station of Guangdong H Branch of Sinopec as an example, through the analysis of the customer structure and consumption characteristics of the gas station of Sinopec H Branch, as well as the comparison of the main customers and consumption characteristics of the domestic and foreign gas stations. Find out the problems the company is currently facing that affect customer loyalty. This paper analyzes the competitive advantages and disadvantages and the development opportunities faced by the company, and through the data of customer questionnaire survey, studies the customer needs it faces, under the condition of synthesizing all the influencing factors and existing conditions. In view of the problems of customer loyalty existing in the current operation of the gas station of Sinopec H Branch, this paper puts forward the concrete measures and strategies for the next operation and development of the gas station of Sinopec H Branch. Thus, the feasibility of the research results of this paper is verified-that is, the premise of Sinopec H Company's further operation and development is that the customer loyalty must be changed to a large extent. Finally, by synthesizing the ideas of the common development of oil products and non-oil products business, the customer loyalty strategy of the gas station industry of Guangdong H Branch of Sinopec has been formulated, and the corresponding measures have been drawn up through oil products and other commodities. To further increase customer loyalty at the gas station.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22;F274

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