Research On Marketing Strategy Of X Easyjet Convenience Store

Due to the dual influence of the macro policy of gas station approval and the electric technology revolution,the traditional business of oil sales enterprises is facing great challenges.The mode of driving the growth of non oil business simply by giving coupons for oil input is unsustainable.The existing gas station convenience stores must enhance their business capacity,seize the market opportunities and strive to achieve the business goal of "double growth of oil and non oil products".As the representative of ZSH Shenyang gas station convenience store,X easyJet convenience store has initially possessed a certain market scale after more than ten years’ rapid development by virtue of its own resource advantages such as customers,network and brand.However,consumers’ consumption habits tend to be rational and online in the current epidemic situation.How to make full use of its own advantages,accelerate the application of new technologies,the expansion of new formats,and the construction of new models have become an important issue for the realization of its high-quality and rapid development.This paper takes the business marketing strategy of the product oil sales enterprise convenience store as the starting point,comprehensively uses the marketing related theoretical research results and the main research analysis tools,selects the X easyJet convenience store as the research object for in-depth study.Firstly,it analyzes the internal environment of ZSH Shenyang company where X easyJet convenience store is located,its own resources and capabilities.Secondly,it analyzes the external environment of X easyJet convenience store,such as macro environment,industry development trend,competitive environment,consumer purchase demand and so on.Then,combined with the internal and external environment,SWOT analysis method is used to give the reasonable strategic choice of X easyJet convenience store.The STP analysis method is used to locate the market of X easyJet convenience store,and the marketing objectives of sales,market share and profit are formulated.Finally,combined with the actual situation of the enterprise,based on the 7Ps theory,this paper puts forward targeted marketing strategies from the aspects of product,price,channel,promotion,personnel,tangible display and process,and determines the eight guarantee measures of marketing strategy,and draws the conclusion and future prospects,striving to provide strategic reference for the further development of corresponding businesses of similar enterprises.