Research On Precision Marketing Method And Strategy Of S Company Gas Station Based On Data Mining Technology

Oil and petrochemical industry is divided into three parts including mining,refining and sales,corresponding to the upstream,midstream and downstream market respectively.Upstream and midstream markets correspond to the supply section of refined oil and petrochemical products,whereas downstream market correspond to the sales section of refined oil.As two largest refined oil suppliers in China,Sinopec and CNPC are occupying the dominant position absolutely in the upstream and midstream market of refined oil for a long time.Meanwhile,depending on their superior resource and gas station network,they are also dominating the downstream market.However,as private oil refineries are increasing year by year and international oil prices continue to fall,a large number of low-cost refined oil entered private gas stations and state-owned monopolies have been challenged.Besides,the domestic and international economic growing has slowed down and refined oil demand especially diesel demand is declining year after year.The refined oil oversupply narrows the sales profit space,and operating pressure goes to an unprecedented level.Large-scale overcapacity and competition from private oil companies forced Sinopec,CNPC and other traditional state-owned enterprises to consider how to enhance their sales capacity and market competition in this new normal.In recent years,commerce,telecommunication,banking and many other industries have applied modern IT methods such as data mining technology,which based on customer behavior data accumulation,for precision marketing and achieved practical results.Similar to the service industries above,the retail section of gas stations,which is the main sales method of oil companies,also has many prerequisites such as huge customer base and massive service data.How to extract the valuable information from the massive data to guide the refined oil marketing will make significance.Based on the customer consumption data collected by IC refueling card,which includes money amount,fueling time,oil species,oil price,recharge amount and whether self-service or not,this thesis classified customers through three angles from data mining,including customer decision behavior,consumption habits and customer loyalty,to provide a quantitative basis for the further precision marketing solution.