Study On Marketing Strategy Of Private Gas Station Convenience Stores From The Perspective Of Experience Marketing

With the rapid development of the Internet economy,a new O2 O retail model combining offline business and online platforms has emerged in gas station convenience stores with the help of advanced technological means such as big data and artificial intelligence.There are still some problems and deficiencies in the operation and management of LY gas station convenience stores.The article first uses the literature review method to lay the theoretical foundation for the article development,puts forward the research significance and ideas of this article,and uses the comparative analysis method to elaborate on the current domestic and foreign gas station convenience store development experience,leading to the research object of this article LY gas station Operational development of convenience stores.Secondly,based on the analysis of the SWOT model,the article concludes that the current LY gas station convenience store business has advantages in terms of parent brand advantages,developed regional economies,scale effects,high-quality customer resources,and convenient services,but it is difficult to manage and lacks.There are still some disadvantages due to professional talents,low management level,lack of innovation awareness,and late start of the network platform.In the face of policy support,residents’ expectations and the industry’s strong market potential,the continued growth of car ownership has brought about a relatively stable passenger flow,the new retail model has driven and promoted consumption upgrades,and a good external environment has brought new development opportunities for LY..At the same time,factors such as the decline in the number of permanent residents,the involvement of Internet giants in offline retail,and the strategic advancement of competitors have also brought some external threats to the development of LY’s gas station convenience store business.Finally,the article combines the 4P marketing theory to draw the following conclusions,LY’s marketing strategy should be strengthened from the following four aspects.First,in terms of product strategy,the “one store,one policy” approach is adopted to fully optimize product allocation,and convenience stores at gas stations will independently select core products according to the business district conditions in which they are located,and develop their own brand products.The second is to adopt differential pricing strategies and implement floating pricing for different commodities.The third is to develop online cooperation models in terms of channel strategy,optimize internal product competition and increase channel efficiency externally,and build a diversified network marketing channel.Fourth,in terms of promotion strategy,special promotion activities should be carried out according to customer classification,market classification,time characteristics,etc.,and try to attract more customers through advertising methods such as TV,radio,newspaper,magazine,circle of friends,official accounts,and mobile apps.Shop consumption.This article takes the private gas station convenience store as the research object,focuses on the construction of its marketing strategy,provides practical experience and guidance for the development of private gas station convenience store,which has important theoretical and practical significance.